Brand’s new marketing message focuses on enjoyment and experience, as it plans major new marketing campaign across Europe
Apple brand Pink Lady says it has entered a new era with the launch of a new brand signature, backed by a Europe-wide marketing campaign that focuses on the experience of biting into one of its apples.
Titled So crunchy. So juicy. So cool., the signature and campaign aim to capture what the company describes as the “unique mix of pleasure, confidence and coolness” enjoyed by anyone that eats a Pink Lady.
“Every bite is an experience,” the group said. “Authentic, simple, joyful, iconic. Behind the fruit lies a story – of taste, sharing, emotion, and all the people who bring our European supply chain to life.”
Starting this month, the campaign is set to roll out across 11 European countries.
And according to the brand, it’s a project designed to energise the category, encourage stronger fruit consumption, build a true lifestyle brand, and create more value for those in its supply chain.
“This campaign marks a bold, emotional and resolutely modern evolution – true to the Pink Lady spirit and to the vision we share with our growers, partners and teams across Europe,” it added.
