Inspired by the new Pink Side of Life positioning, Pink Lady has launched SABOREIE A VIDA EM ROSA (Savor life in pink), marking the brand’s first localised campaign in Brazil and its most significant brand campaign investment to date in the LATAM region.
Kicking off in June 2024, the campaign program features a vibrant launch event in São Paulo, shopper POS activations, retailer tasting sessions and a comprehensive social media and online channel strategy. Through colourful, emotion-led campaign assets, Pink Lady Brazil is captivating consumers by celebrating the distinctive personality of the Pink Lady brand. At the end of July, with ten weeks remaining, shipments had already exceeded season 2023.
Designed to boost brand equity and consumption, the promotional framework targets both B2B and B2C audiences. The June launch event welcomed 80+ importers, exporters and retailers, who came together to explore the brand’s unique value proposition, the strength of the Pink Lady network and the rigorous quality and IP protection that make it the world’s most loved apple brand. Attendees also received promotional marketing starter packs, equipping importers with essential tools and assets to effectively collaborate with retail partners to increase the visibility of the Pink Lady brand through the SABOREIE A VIDA EM ROSA campaign.
A major milestone in this initiative is the launch of the Pink Lady Brazil Instagram account, supporting the broader campaign strategy with evergreen content to drive ongoing brand awareness and engagement among Brazilian shoppers.
Developed together with Frutas De Chile (The Association for Fruit Exporters of Chile) and designed by agency Hopscotch-Sopexa with support from Twenty Degrees and Chilean exporters, the investment in Brazil underscores a shared commitment to diversifying export opportunities and driving volume growth for the Pink Lady brand in the LATAM region.
The integrated promotional program began in June and will continue through October 2024.
For further information on the opportunities for Pink Lady in LATAM, please contact Craig Chester and Andres Alamos by emailing [email protected].
