Taste The Dream
- Pink Lady Apples Nigeria
- Consumer Activation · Retail Strategy · Long-Term Platform
- 2019 - 2015
“A premium apple brand in a market that did not yet know it wanted one. Six years later, the numbers tell the story.”
Entering the Nigerian market as a premium fruit brand is not a straightforward proposition. The challenge was not awareness. It was relevance, and relevance had to be earned through experience before it could be communicated through advertising.
Premium is not a price point. It is a feeling. If you can make someone’s first experience of a product feel special, personal, and genuinely enjoyable, you have not just made a sale. You have built the beginning of a preference. And preference, in a market as socially driven as Nigeria, travels.
‘Taste The Dream.’ A sustained experiential and digital platform designed to move Pink Lady Apples from trial to lifestyle relevance, operating simultaneously across open markets and modern trade, supported by year-round digital presence between activations.
Outori deployed open market and modern trade activations simultaneously, ensuring Pink Lady reached Nigerian consumers at every commercial touchpoint. High-quality sampling experiences were central, supported by a structured four-month content calendar and consistent digital amplification. Physical engagement was designed to generate social content and conversation, closing the loop between on-ground experience and the digital community.
- 60% increase in Facebook followers
- 40% increase in Instagram handle growth
- Consistently surpassed sampling and sales targets across all activation locations
- Year-on-year growth in brand visibility and market engagement
- Strengthened market presence and measurable contribution to market share growth
