Marketing activity for Pink Lady® is ramping up in Asia, with recent campaigns and activities bringing the world’s most loved apple brand to life in key emerging markets including India, Thailand, Taiwan and Vietnam.
Pink Lady® pops up in India!
This year, APAL has partnered with Quik Relations in India to bring Pink Lady® to life across our wholesale and retail channels. APAL has enlisted Quik Relations to support with Pink Lady® marketing and promotions activity in India and deepen the Pink Lady® brand’s connection with retailers and wholesalers in the Indian market. This will include the development of a long-term strategy for the Pink Lady® brand in India across four key areas:
- Major importers
- Regional importers and specialist retailers
- Modern retail and online, and;
- Major events and food service.
Through these core areas, the Pink Lady® brand’s presence in India will continue to grow, with a focus on supporting the existing major importers, identifying new partners in densely populated tier-two cities, and growing brand awareness and advocacy through elevated promotional activity, events and holiday gifting.
A great example of this activity was seen when the Pink Lady® brand was brought to life in the Delhi wholesale markets in July this year, with the first-ever branded fruit standalone store featuring Pink Lady®, created in partnership with local importer Aayush Impex.
Pink Lady® captures the attention of the Vietnam wholesale market
The wholesale market is a significant channel for Vietnam, but there has historically been a general lack of awareness for the Pink Lady® brand through this channel. To remedy this, the Pink Lady® brand team worked with the new importer servicing the wholesale market, Nhat Nam, to increase visibility in the market.
Targeting Nhat Nam’s customers – including wholesale customers and smaller fruit shops – ten of their delivery trucks were skinned in unmistakably recognisable Pink Lady® brand imagery, elevating the brand’s visibility in the market through Nhat Nam’s daily delivery routes across all major regions.
In addition, vibrantly branded POS assets and signage were provided to Nhat Nam to assist their customers in driving brand awareness for Pink Lady® in store, as well as a number of goodies provided as instore giveaways.
Pink Lady® surprises consumers with vibrant retail activations in Thailand and Taiwan
After a successful event at Thailand’s mega-shopping complex, Central World, Pink Lady® lit up Bangkok with OOH digital advertising at several popular retail locations, including Silom Complex, MBK and BTS Phrom Phong.
In a bid to stand out amongst a sea of red apples and shake up the habitual apple purchases of local consumers, the multi-site advertising campaign allowed the Pink Lady® brand to reach consumers in an unexpected and intriguing way.
Targeting female Thai consumers in some of Bangkok’s most prominent retail locations, the Pink Lady® adverts were placed in high-traffic areas, capturing consumers’ attention by the placements appearing in locations atypical of fruit brand advertising.
The same creative imagery was carried through to in-store POS so that when consumers entered the retail environment, the Pink Lady® brand was instantly recognisable.
Running for two weeks in August, the adverts appeared almost 2,500 times, reaching an estimated 4 million people!
In Taiwan, an integrated retail campaign comprised of a retail activation with an in-store sampling program, roaming Pink Lady® food truck, launch event and using key opinion leaders (KOLs) drove brand awareness for the Pink Lady® brand throughout August and September this year. With a branded Pink Lady® stand and supporting POS, over 120 sampling sessions rolled out in 20 retail stores across Taiwan, reaching more than 52,000 consumers throughout the period.
Consumer feedback from the in-store sampling activity was overwhelmingly positive, with consumers feedback appreciating the taste profile of Pink Lady® apples, noting them as tangy and sweet, refreshing and noting a crisp texture.
