BRANDS these days need to actively and consistently engage with their consumers.
Heineken Malaysia Bhd and Apple Fox Cider did just that while achieving a Malaysia Book of Records award. They now hold the title of the “Most Number of Apples Used in a Fox-Shaped Display in Malaysia.”
With 6,148 real apples, the giant fox installation made its debut during the Apple Fox Den Party at Sanctuary Mall near Kota Kemuning, Shah Alam.
The installation, at 2m high and 7.3m long, is a representation of Apple Fox Cider which is made with way more apples, giving consumers the delicious taste of apples in every sip.
In conjunction with the brand’s “Wayyyy More Apples” campaign, the celebration was attended by approximately 300 guests.
At the party, guests posed for photos in front of the fox-shaped display and enjoyed an array of decadent grub as well as exciting entertainment.
They also experienced pouring their own Apple Fox Cider from the tap.
Numerous games were organised, with a few guests walking away with Apple Fox Cider goodies and three lucky participants who guessed the closest number of apples in the giant fox went home with prizes such as Apple iPhones.
Heineken Malaysia Bhd senior brand manager Eileen Chui said, “We are so glad to have the Apple Fox brand in the Malaysia Book of Records.
“As a fun and young brand, showcasing a giant fox installation with fresh apples really brings out what Apple Fox stands for, the quality of our cider.
“In line with our campaign, the installation also represents us using ‘wayyyy more apples’ in our cider, which gives our consumers quality cider without compromising the taste of fresh apples.”
Apple Fox Cider puts emphasis on the quantity and quality of the ingredients that go into making a distinct apple cider.
Chui said only the freshest and juiciest apples from the best orchards were used so each Apple Fox bottle contains juice from more than one apple, to deliver the original crisp apple taste.
The brand also believes nothing should go to waste. With support from GroundControl, Apple Fox Cider will be composting the apples used in the installation, to produce an estimated 1,200 litres of compost.
The compost will then be distributed to local community gardens in Klang Valley such as Kebun-Kebun Bangsar, Dignity Garden and TTDI Edible Community Garden, in an effort to contribute to the environment.
The record-breaking Apple Fox installation will be touring around Malaysia soon.
For details, go to www.facebook.com/applefoxmy, Instagram at @AppleFox_MY or www.applefox.com