Pink Lady has been honoured for its outstanding campaigns in Thailand, winning multiple accolades at the MUSE Design Awards and MUSE Creative Awards.
GOLD | Event – Celebration Event category & Event – Other category
Try something different and Salute Game Changers Event
Pink Lady® Thailand’s campaign, designed to inspire individuals to “try something different”, received two GOLD awards for its impactful messaging and execution. The campaign shared stories of 18 women who dared to be different and defied societal norms, advocating for equality while fighting against discrimination and racism. The Salute Game Changers events at Central World, was a platform to showcase these remarkable women’s journeys, empowering and inspiring women and people from all walks of life to challenge the status quo.
SILVER | Packaging Design – Fresh Food category
Mother’s Day – My Mom Colours The Way
For Mother’s Day, Pink Lady® launched the “My Mom Colours The Way”, a special packaging design which won SILVER in the Fresh Food Packaging Design category. The unique design allowed children to express their love and appreciation for their mothers in a creative and heartfelt way. Rather than a traditional Mother’s Day card that conveys gratitude, here, the packaging itself becomes the message.
The vibrant design captured the Pink Lady® brand’s ethos that encourages people to live vibrantly and reflected the idea that mothers who nurture vibrant children are vibrant themselves. In Thai, “My Mom Colours The Way” translates as “เพราะมีแม่เริ่ดขนาดนี้ ชีวิตเลยมีสีสัน” (because my mom is this fabulous, my life is colorful). The packaging was designed to be a stylish gift that trendy children can proudly give to their equally fabulous mothers.
SILVER | Advertising – Advertising Campaign category
Double dragons bringing good news
In celebration of Chinese New Year, Pink Lady® Thailand created a striking SILVER-awarded campaign with dragon-themed packaging, aligning the brand with cultural traditions and values. In doing so, the brand has transcended being just an apple brand; it has embraced beliefs and insights into people’s needs during a year rich with traditions and faith.
Fruit is a common offering used in Mutelu practices, especially during the Chinese New Year festival when an altar is set up for deity worship. The packaging, featuring a vibrant pink colour with two red dragons flying along the sides, conveys a message of ‘double dragons bringing good news.’
The Chinese New Year campaign was a huge success, generating over 5.1 million impressions, 4.1 million video views and 39,000 engagements. With the help of spiritual key opinion leaders and a combination of macro and micro influencers, the campaign achieved a sell-out of over 5,000 box sales, leading to an immediate out-of-stock situation. This exceptional result highlights the Pink Lady® brand’s ability to connect with consumers through culturally relevant marketing.
The MUSE Design Awards, now in its ninth year, is an internationally recognised competition that recognises excellence in original design work globally. Over 100,000 entries across 118 countries were submitted, with a panel of over 200 international judges taking part in the program.
Established by the International Awards Associate (IAA) in New York in 2015, the MUSE Design Awards honours, celebrates and elevates outstanding design innovators, unveiling up-and-coming stars in Architecture, Interior, Product, Landscape, Lighting, Furniture and Fashion Design worldwide.
The Pink Lady® brand’s recognition for its campaigns in Thailand, developed in partnership with Createx House, highlights the brand’s ability to push the boundaries of creativity and innovation, reinforcing its position as a leading premium fresh produce brand globally.
