CREATIVE TERRITORY
Our Human Truth
The emotional link to our consumers.
Everyone is unique, whether their differences are big or small.
And everyone knows what it’s like to repress their true selves to fit in. To adapt themselves to their surroundings, even if that diminishes what they enjoy, or what makes them beautifully unique.
The truth is, everyone wants to be accepted and celebrated for who they really are.
We see our consumers. And we celebrate them.
Our Place In That Truth
For our new positioning to resonate with consumers on an emotional level, we need to tap into a universal human truth.
This human truth is our ultimate driver. Everything hangs off if. It’s the emotional foundation of our reason for being. It’s not a literal key message.
Why can we tap into this truth with integrity?
We are genuinely unique in our category. And we proudly own and celebrate who we are.
Similarly, we celebrate the vibrancy of those around us. We validate and champion self-expression, and we invite our consumers to join us.
The Pink Lady® Brand Persona
Who Pink Lady® would be if she walked into a room.
Introducing, Fizz…
An authentic beauty with a natural effervescence, Fizz’s vibrancy and charisma shine through in everything she does.
She’s loud and proud, sure, but she’s also honest and has a huge heart, which she wears on her sleeve. You’d befriend her in an instant and turn your head if you passed her in the street.
She inspires you to live your very best life in a way that’s right for you.
FIZZ is BOLD FIZZ is FUN FIZZ is UNIQUE.
What is a Brand Persona?
It is
A brand persona is literally the brand personified. It’s who we want our consumers to emotionally connect with – who Pink Lady® would be if she walked into a room. It’s more than just our brand personality, the Playful Maverick. It’s how she looks, feels, acts and presents herself.
It is not
A personification of our target consumer or our apples themselves.
When you use it
Briefing in talent for campaigns and promo materials? Assessing good partnerships/ influencers/ambassadors? Reviewing the tone of your marketing materials? Our Pink Lady® brand persona is your north star.
And she’s equally fabulous.
Brand Creative Manifesto
The motivating story we use to communicate our strategic brand positioning.
Pink Lady® has big energy, and it’s our chance to define what that energy is. Because we have a vibrancy and consistency other apples don’t.
We don’t conform to red or green – we’re pink and fizzy. And it’s a combo that’s got bite.
In a sometimes-beige world, we’re bold and unexpected. Refreshingly different. And it’s about injecting that fizz into everyday life. Celebrating the vibrancy of unapologetic self-expression, and championing that attitude, come what may.