McCann Bristol’s latest campaign for Pink Lady® apples leans into the distinctive taste and “fizz” of their apples for the very first time – encouraging consumers to do the same and find what makes them uniquely ‘fizzy’.
The ‘Find Your Fizz’ campaign takes a fresh approach to marketing Pink Lady® apples’ unique flavour and taps into McCann’s research that reveals many Brits, particularly younger women, are often hesitant to express their true selves due to fear of social judgement. To help celebrate the uniquely fizzy Pink Lady® apples, the multi-channel ‘Find Your Fizz’ campaign champions individuality by celebrating those unapologetically moments of joy and mischief we often suppress.
Designed to drive sales and boost brand awareness, McCann’s campaign taps into Pink Lady® apples’ unique flavour profile, inspiring people to embrace their own unique personalities. Set at a competitive dog show, the TV ad focuses on a woman biting into her Pink Lady apple with the resultant ‘fizz’ awakening her inner desire to perform. We see her tackle the obstacle course, turning in a committed and comedic performance that wins applause and inspires jealousy from her canine competition.
McCann Bristol’s ECD, Zane Radcliffe said: “This is a fresh approach from a client who recognises the power of humour and doing things a little differently. There’s no apple quite like Pink Lady®, in terms of colour and taste and we wanted to create an ad that was equally distinctive and disruptive. The directing and performances are a joy and the scenario wonderfully mischievous.”
The Pink Lady® brand team at Twenty Degrees commented: “This is a bold new vision for the brand, one which builds on a global brand positioning developed by Twenty Degrees. We’re excited by the creative execution McCann has succeeded in bringing to life for the UK market. Our goal was to entertain consumers, giving them permission to celebrate their individuality and find joy in it. Much like a Pink Lady® apple. We’re proudly leaning into our distinctive profile.”
McCann’s campaign will run as a TVC, as well as across DOOH, digital and social media.
