Branded apple Pink Lady is expanding into the beauty and lifestyle sectors by using the colour pink in women’s makeup and interior paint.
A tie-up with a beauty brand created makeup looks inspired by the blush of a Pink Lady apple, while a recent media campaign gave journalists bespoke Pink Lady paint to inspire ‘positive-feeling’ interiors.
Other activities in the new “aspirational lifestyle” marketing concept have included a pilates video designed to help runners and linked to Pink Lady’s involvement with the Virgin Money London Marathon, and a lifestyle photography masterclass as part of the apple’s sponsorship of the Food Photographer of the Year Awards.
The new campaign, co-ordinated by Pink Lady’s PR agency MCG, aims to create high-quality, lifestyle-focused content that resonates beyond the food pages into women’s lifestyle sectors such as beauty and homes and interiors, in common with other brands outside of fresh produce.
“We want to give consumers really great content wherever they come into contact with the Pink Lady brand,” said Coregeo chief marketing officer, Michelle Toft.
“We know through research that our apples make people feel good and we’ve set ourselves the task of ensuring that everything else we do reflects that. Whether it’s a print advert, a new recipe to try or ten minutes spent enjoying the specially-created Brain Snacks section of our website our aim is to enhance the moment.”
The latest campaign partnered with colour psychologist Karen Haller and is promoted on social media under the ‘feel-good’ hastag #PowerofPink.
It builds on last year’s 'Snackisfaction' concept, designed to show how subjective emotions such as guilt or excitement can influence the satisfaction rating of a sensory experience.
Toft added: “It’s exciting to be in a position to take this much-loved brand in fresh directions. While Pink Lady apples themselves will never change and we wouldn’t want them to, we’ll continue to find new ways to encourage people to reach for them whenever they need a healthy, enjoyable snack.”
