Pink Lady® Apples helps consumers 'find their fizz'

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. 

Recent News

1367131 Podcast assets website large 1920x1080 Ep18

Podcast - Escape mode: how brands can tap into the $9.7 trillion escape economy

For the latest episode of The Brief, we dive into ‘The Truth About Escapism’, a fascinating study from McCann Truth Central. Guests Jess Francis, Research Director at Truth Central, and Joe Stevens, Managing Partner of Strategy at McCann, discuss the what, why, and the opportunities of escapism with Ellis Bird.

Read more about this article
1743075576413

McCann Birmingham discusses Compound Creativity with System 1's Andrew Tindall

McCann Birmingham, in collaboration with Andrew Tindall, SVP Global Partnerships at System 1, hosted an engaging event focused on marketing effectiveness.

Read more about this article
Website large 1920 x 1080 5

Lucy Hudson, MD at McCann Birmingham, recognised at the Campaign Inspiring Women Awards

Managing Director at McCann Birmingham, Lucy Hudson, has been awarded ‘Highly Commended’ in the Visionary Business Leader category at the Campaign Inspiring Women Awards.

Read more about this article