Pink Lady has added to its continued marketing efforts with some summer lovin’ in the form of a high profile link-up with West End musical Grease.
Pink Lady has secured an exclusive deal with the smash hit musical originally starring John Travolta and Olivia Newton-John, now in its second year. The link-up will include widespread coverage for the brand via a series of competitions in the consumer press to win tickets to the show, and exclusive theatre breaks for two which will include backstage passes to meet the cast.
Part of the activity will also see the show’s Pink Ladies posing and singing in key locations alongside the branded Pink Lady Mini Clubman, which recently made its debut touring the UK giving out apple samples to the public.
The partnership is designed to create excitement and drive incremental sales for the brand, and will also provide a platform to build on with more activity in 2010.
Andy Macdonald, managing director of the master Licensor for Pink Lady apples in the UK, Coregeo Ltd, said: “Pink Lady apples’ partnership with Grease is an exciting opportunity and a very good fit for both brands. The Pink Lady and Grease team has worked hard to put some unique prizes together that will increase both brands’ visibility and excite plenty of consumer interest.
“This joint venture is a great example of complementary brands working together to provide something special for people, while improving awareness and increasing sales for both partners.”
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