THE PINK SIDE OF LIFE
POSITIONING
The key elements that shape our brand: who we are,
The Monster
We are Up Against
What we’re challenging in the world
The monotony of day-to-day life can be dull.
THE PRODUCE AISLE IS EVEN DULLER
The Mindset
We Appeal To
The aspirational kind of person who will buy into our brand
WE’RE HERE FOR THE CURIOUS, SENSORY SAVOURS
They approach each day with intention, actively seeking experiences that both challenge and enlighten their senses. Curiosity can be sparked in the dullest of moments.
Our Product Rock
The functional truth about our brand on which our strategy is built
PINK FIZZ
We challenge the conventional apple code. In a category divided into sweet red and tart green apples, we’re defiantly different.
Our unique flavour and fizzy effervescence provides a more complex, refined, and unrivalled sensory experience. And our rosy-pink hue is just the (gorgeous) icing on top.
Our Belief
What drives us
CELEBRATING VIBRANCY
We believe life is more vibrant when people lean into their authentic selves. When they explore their curiosities and revel in the quirks that make each of us gloriously and imperfectly human.
We celebrate that vibrancy and encourage it in those around us.
Our Behaviour
How we present ourselves in the world
PLAYFUL MAVERICK
Mavericks are known for being different – for pursuing a path the mainstream dare not tread.
We too are comfortable being different. We love challenging perceptions about what the apple category can be.
But we don’t take ourselves too seriously. We’re playful mavericks, not self-righteous ones. Pink Lady® is an apple brand, after all.
Brand Role
Our role in consumers’ lives
You know that burst of fizzy energy you feel when you experience something genuinely different? When a person or brand is proudly doing things their own way with utter disregard for the status quo?
That’s us!
We invite our consumers to indulge
their curiosity and
BITE INTO THE PINK SIDE OF LIFE
