Pink Lady® is excited to announce the launch of its new brand positioning, Pink Side of Life, designed to drive growth and foster brand advocacy in the emerging markets across Asia and the Gulf.
Unlike the conventional division of apples into sweet red and sour green, Pink Lady® offers a unique taste profile that challenges these category norms. The brand’s identity is as vibrant and bold as the apple itself, and the Pink Side of Life positioning is all about celebrating this distinctiveness. Developed from the ground up, the new positioning is rooted in direct consumer insights from key developing markets and aims to connect with consumers on an emotional level. Pink Side of Life emphasises individuality and embraces the universal truth that life is more interesting and enjoyable when we live it authentic to our individuality and embrace our unique selves.
Reflecting the Pink Lady® brand’s commitment to authenticity, Pink Side of Life is not a one-size-fits-all strategy. Instead, it is thoughtfully localised and tailored to align with the socio-cultural nuances of each market, ensuring the brand resonates with local audiences in a meaningful way.
The Pink Lady® marketing team collaborated with leading creative agencies to shape this strategy, conducting consumer and category-led workshops in Asia, the Gulf and the United Kingdom. These sessions provided valuable insights, examined cultural dynamics, and identified opportunities to craft a market-specific approach that truly connects with consumers in that particular region.
The result is a finely tuned positioning for the world’s most loved apple brand, crafted to speak directly to consumers, build brand awareness and encourage product trials while preparing consumers for a unique and invigorating eating experience.
The Pink Side of Life brand positioning is already making a significant impact across festive occasion packaging, in-store POS and online channels, with campaigns now live in Thailand, China, and Taiwan, enhancing the brand’s visibility and reach.
For more information on the new brand positioning, please contact Sophie Griffith, Global Brand Manager via [email protected].
