The marketing policy of promoting Appletise, packaged in a sleek glass bottle, as the drink of choice for lunch has played out well in South Africa, proving to be of direct appeal to the campaign's female targets. The stragety has been built on with special promotional lunches, notably events in Johannesburg and Cape Town to mark the launch of the South African Elle Green Issue. Each of the magazines in the Elle network produces a green issue which focuses on environmental matters, as the name indicates. Making environmental awareness a fashion statement was seen as a natural fit with Appletisers market stance of 100% pure apple juice, with no added sugar or preservatives," said brand manager Gwen Ridsdale. "So an Elle issue dedicated to the environment and the importance of nature is really exciting for us."
