Pink Lady apples have partnered with the theatrical production of Grease to raise awareness of their brand. Pink Lady is giving away tickets, West End breaks (as the show is only on in London) and the chance to meet the cast (some guy who didn’t win x-factor….) which they are promoting through the press.

 Just because there is a nasty gang of teasing girls called the Pink Ladies does mean that this is a good reason to create a promotional partnership with them?  Am I missing the part in the film where the cast suddenly stopped smoking and said “I fancy an apple instead”? From Pink Lady's point of view this is a bit too literal.

I can see why Grease would do it, any additional exposure is welcome but why Pink Lady? Pink Lady are also receiving nothing at the west end venue hosting Grease in terms of sampling, branding, advertising, direct marketing or sales promotions. It all seems very one sided.

Grease said yes as it will cost them nothing and Pink Lady appear desperate to get some kind of point of difference. But Grease? 70’s music and slick back hair, leather jackets and tight trousers, illicit teenage sex and dancing…..where’s the brand values that Pink Lady wants to be reflect and be positively associated with? If you just focused on the Pink Ladies gang itself the brand values get worse as there was nothing healthy or tasty about this bunch of promiscuous bullies! Maybe they are trying to position apples as rebellious?

Even more bizarre is a part of the activity will see the show’s Pink Ladies characters posing and singing in various locations alongside a Pink Lady branded “Mini Clubman” car which is currently driving around the UK giving away samples of the apples. Now this strikes me as the least efficient way to give away sample apples. How many apples can one mini hold? Surely a better to connect with the film and have a series of Greased Lightning cars giving away apples…….not very sexy though it is!