A new era is dawning for Pink Lady®
Pink Lady® is starting a new chapter with its new communication platform: ‘So crunchy, So juicy, So cool’.
A fresh, creative chapter with its roots deep into pop culture, that celebrates emotions, pleasure and taste in their most vibrant form. 🍎🩷
A bold, meaningful new identity
In a context marked by stagnant consumption in the apple section, Pink Lady® has chosen to highlight everything that makes its apple unique: its character, taste, and personality! This exceptional taste is what has made it so successful across Europe.
Launched in November 2025 in 11 European countries, this new campaign reinvents the simple act of biting into a Pink Lady® apple.
Apples become a symbol of joy, energy and relaxation, and turn an everyday moment into a unique sensory and emotional experience.
This new chapter highlights a bold evolution for the brand, as it establishes Pink Lady® as an icon of healthy, modern, desirable and positive products.
A creative idea rooted in emotion
It all starts with a simple but essential detail: the sensory experience of a Pink Lady® apple.
We want to show that this exceptional sensory experience can treat consumers to a moment of pleasure, detachment, disconnection, relaxation, all part of a cool attitude! With ‘So crunchy, So juicy, So cool’, we encourage everyone to rediscover the unique pleasure of a fruit with incomparable crunchiness and generous juiciness.
Today, Pink Lady® is revealing a new version of itself, with more personality, more emotion and more history.
Each bite becomes a moment of optimism, a touch of happiness that reconnects us with our senses.
Because eating a Pink Lady® is not just about savouring an apple:
it’s about adopting a cool attitude, an iconic feeling of relaxation — the kind you see in films, TV series or paintings, where the simple act of biting into an apple makes a character look instantly more confident, more relaxed, more themselves.
Pink Lady® transforms this gesture into a true state of mind.
Redefining the codes of apples, in collaboration with Charlotte Abramow
This new campaign was developed with Belgian photographer and artistic director Charlotte Abramow, renowned for her poetic aesthetic, visual audacity and ability to capture emotion in all its truth.
With her, Pink Lady® is completely redefining the codes of the fruit and vegetable section.
Apples are stepping out of their usual role: they’re becoming sources of joy, pop icons that embody a modern, positive and confident attitude.
But beyond style, the message is clear: that of offering an exceptional fruit that is healthy, delicious and carefully grown.
A natural, simple, everyday alternative in a world saturated with ultra-processed products.
Pink Lady® reaffirms an essential idea: ‘Pleasure can be natural. Pleasure can be healthy. Pleasure can be experienced everyday.’
We defend the idea that fruit has an essential role to play in society: it brings taste, joy and vitality.
Pink Lady® is living proof that an apple can be iconic, desirable… and deeply positive.
Join us!
Find out more about our new platform and watch our TV adverts again on our website!
👉 Click here!
