Guardrails
Defining the Pink Side of Life
As a global brand we must always Think Global while allowing our marketing teams to
Act Local.
Whether in Bangkok or Berlin, the Pink Side of Life should always remain unmistakably
Pink Lady®, regardless of where a consumer experiences it.
Having said that, we welcome a certain level of flexibility when it comes to bringing our global brand positioning to life in a way that resonates with local consumers and taps into the regional cultural context.
With this in mind, we’ve provided some guardrails below. Guardrails that explore how regional marketing teams can bring this positioning to life in their own markets. Where they can flex, versus what is non-negotiable to stay true to the brand.
In Every Market
‘You do you.’
Here at Pink Lady®, we embrace this mindset wholeheartedly. Because it’s more than a feeling. It’s a way of life driven by being your vibrant, authentic self without apology.
Our brand is inclusive, motivational and intriguing. It sparks curiosity and a desire to get in on the action because it’s so much fun.
It’s not that you want to be like Fizz. She simply opens your eyes to the joys of unapologetic self-expression.
In Your Market
We’re a global brand, but we celebrate the nuances of different languages and cultural contexts in our regional markets.
We know that the real meaning behind our catch-cry, ‘Bite into the Pink Side of Life’, will only spring vividly to life if it’s filtered through the lens of each of our unique markets.
The next two sections provide some key areas & filters to help you assess whether you are staying true to the positioning in your local adaptations.
Key Areas of The Territory
When it comes to the Pink Side of Life, the creative territory can move into a few different (yet equally exciting) directions. Which space you flex into will be driven by the needs of your market.
Your marketing can convey one or all of the below:
Fun
It is
Playful, spirited, clever/witty, light-hearted, amusing.
It is not
Childish, silly, or fun had at anyone else’s expense.
Bold
It is
The opposite of dull! Eye-catching, strong, confident, awash with striking colours, high quality,
It is not
Outlandish, garish, in your face, overly serious, or deliberately divisive/confrontational.
Surprising
It is
Unique, unexpected, intriguing. Inciting curiosity to find out more. Think surprise and delight that is genuinely surprising and delightful.
It is not
Aiming to shock and awe.
Filters to assess your creative
Launching new marketing activities or creative platforms? Exciting! Just be sure to assess them against the filters below to ensure they remain true to our brand positioning.
Remember, while you’re adapting the positioning to fit your cultural or market needs, our approach remains the same. We’re consistently bold, consistently vibrant and always unique.
If your activities answer ‘no’ to any of these filters, then best rethink. How can you communicate the same idea in a more interesting way?
1. Does this redefine our category?
We don’t think like an apple brand. So it makes sense that we don’t only look at other apple brands as our benchmark. Which other brands are forging a new path creatively speaking? Pilfer that creative spark and use it to inspire your own groundbreaking creative.
Also ask yourself: has another apple brand done something similar? Yes? Then let’s pivot and do the opposite. After all, trailblazing work requires that you blaze a new trail.
2. Does this amplify our differences?
We don’t waste dollars repeating the basics of the stale apple category. And we don’t apologise for our flavour profile. Does your creative double down on why we’re genuinely unique? Does it focus with laser-like attention on getting noticed and owning what makes us different?
Great. If not, again, best rethink.
3. Is it more interesting than an apple?
We’re an apple brand, sure, but we talk little about apples themselves. Because Pink Lady® is more than just an apple or healthy snack. It’s a symbol of positivity and vibrancy, a moment of self-love that nourishes your body and soul.
We tell a more stirring and emotional story about the consumer and their lives and aspirations. If you do need to talk about our apple’s functional benefits (and sometimes you will), frame them through the lens of this bigger emotional story.
4. Are you trying to appeal to everyone?
Not everyone will appreciate what we have to offer. And that’s because we’re overcommitting to a segment we can really win. We’re redefining the apple category, not trying to people please.
5. Is this going to be talked about?
Bold! Iconic! Vibrant!
Have we got your attention? We’re aiming for fame – even making some people a bit nervous. Because that’s how we’ll cut through the noise. People aren’t paying attention to the apple aisle. Yet.
6. Is it relatable?
While we aim for fame, we avoid over-reaching. We don’t flout our differences merely for the sake of it. There’s a playfulness and authenticity in what we do. We’re having fun, but we’re not poking fun. We strike the right balance.