Double dragons bringing good news.

Thais believe in 'Mutelu,' which involves worshiping according to certain beliefs to achieve great success. One common offering used in Mutelu practices is fruit, especially during the Chinese New Year festival when an altar is set up for deity worship. Various fruits are required for the ritual according to tradition.
Objective & Strategy
Pink Lady aims to sell all 5,000 sets of special Chinese New Year apple packages within the one-week Chinese New Year period. The packaging features a vibrant pink color with two red dragons flying along the sides, conveying a message of 'double dragons bringing good news.' Pink Lady's strategy is to create a sense of urgency for including these apples on the worship table, spread the belief through spiritual influencers and fortune tellers, and connect the entire design story with Chinese New Year marketing.
Concept & Originally
Connect every story of possibility with elements that capture interest in the product, focusing on how unique packaging can make a difference. Achieve this through Muketing by creating new narratives that align perfectly with the design.
Effectiveness & Business Result
Within just one week during the Chinese New Year festival, when every brand is vying for sales, Pink Lady Apples achieved over 5,000 box sales, leading to an immediate out-of-stock situation.
Purpose, Integrity & Positive Effect
Muketing Effect
Chinese New Year becomes prosperous for everyone with Pink Lady Apples in dragon-themed packaging. The brand has transcended being just an apple brand; it has embraced beliefs and understood every insight into people's needs during a year rich with traditions and faith.