REED developed a ‘Try Something Different’ brand marketing campaign to grab attention and create excitement around the product while driving a snack mindset. Our insights hunting unearthed seven marketing trends and five key opportunities - leading to the findings that ‘Try something different’ is a provocative, non-conformist and progressive almost rebelliously appealing positioning.

We developed a series of ideas designed to make Pink Lady® Apples the first fruit/item on the shopping list.

Our idea was to equate consuming Pink Lady Apples with ‘me being different and cool.’ The communication approach was to focus on presence and promise.

REED not only won the Thailand pitch but was also awarded the responsibility of being the Creative Agency in Asia for Pink Lady Apples at the time. Working with the Thailand agency, REED’s pitch-winning creative concept and creatives were brilliantly executed, extended and activated in market by Createx Thailand - winning them a MUSE Gold award.

Congratulations!