Tapping into lifestyle sectors such as fashion, home interiors, health and beauty is a key strand of the 2016 marketing strategy for Pink Lady®, according to Coregeo’s Chief Marketing Officer, Michelle Toft.
She said: “We’re always looking for fresh and exciting ways to communicate with potential consumers and we’re committed to creating quality content whichever medium we use in our marketing and PR to ensure it reflects the values associated with our premium product.”
Pink Lady has already worked alongside colour psychologist Karen Haller in a #PowerofPink campaign and teamed up with a beauty brand to create make-up looks inspired by the blush of the apple. A series of Pilates videos designed specially to help runners has also been created, linking to the brand’s association with the Virgin Money London Marathon. A recent blogger and media outreach campaign has focused on the homes and interiors sector, showing how bespoke paint matching the pink of a Pink Lady can create positive-feeling interiors too.
Michelle added: “It’s all about making the brand stand out and finding innovative ways for consumers to make an emotional connection with the brand. We know through research that our apples make people feel good so we naturally want our marketing and PR to convey that feel-good factor too.”