In a highly competitive market, the brand required a new positioning to justify Envy's significantly higher price point to Italian consumers. The strategy was to align Envy with the fashion world, tapping into the Italian public's innate passion for luxury and discerning taste. 

Envy on the Catwalk 

Famous 

Grey Italy's strategy hinged on an intentional collision of difference, designed to ignite cultural conversation and amplify the idea's cultural impact. It deliberately played on the inherent contrast between the apple's humble origins and the premium, fashion-forward identity Envy sought. In a world craving novelty, this unexpected alliance between a simple fruit and high-fashion designer Marco Rambaldi created a truly buzzworthy moment. This bold juxtaposition didn't just elevate the brand; it made the apple itself a talking point, cementing its place in the cultural zeitgeist and proving the power of surprising partnerships. 

Effective

• 690% Engagement Rate vs. Previous Year 

• 76.9% Conversion Rate (vs. 54% average premium apples) 

• +50% Volume Sales vs. Previous Year (Source: Nielsen IQ)