HK brands tap into iPhone 17 Pro buzz with trendjacking campaigns

Various brands in Hong Kong have trendjacked Apple's latest collection, including the iPhone 17 Pro series, which sparked widespread discussion among fans and tech enthusiasts. 

According to media intelligence firm CARMA, there have been around 850,000 global mentions of the iPhone 17 overall, with nearly 43,000 specifically for the orange variant in just one day. The buzz has been amplified through publications and influencers. World-famous singer Dua Lipa is prominently featured in an ad for the iPhone 17 Pro in orange, reinforcing its celebrity association and desirability.

In Hong Kong, about 4,000 mentions contribute to that total. The overall sentiment surrounding these discussions remains high, with around 70% of comments being positive. The most frequently mentioned keywords are “orange”, “pro”, “design” and “colour”. 

To capitalise on the sentiments, local brands such as Fairwood, IKEA Hong Kong, and Jack ‘n Jill have launched special campaigns to engage with the recent buzz surrounding the orange iPhone 17 Pro.

Let’s take a closer look at some of the standout and creative campaigns from brands in Hong Kong that MARKETING-INTERACTIVE has gathered for this juicy selection.

Fairwood

Hong Kong fast food chain Fairwood has shared a post on its Instagram and Facebook to align with the trending colour. The image features a blurry depiction of a phone resembling the iPhone 17 Pro, though the camera angle differs from the actual device. The Fairwood logo is prominently displayed on the phone, along with the phrase “Colour of the Year: Fairwood orange” (年度顏色：快活橙).

The caption reads shortly, stating: “It seems the developers have come for inspiration…” (睇嚟開發人員嚟咗攞靈感....) 

Adwin Lau, marketing director, Fairwood, told MARKETING-INTERACTIVE that the core idea was a playful celebration of serendipity. "When the new orange iPhone 17 Pro was unveiled, we immediately recognised a fun and vibrant visual synergy with our own iconic brand colour. This similarity offered a fun and timely opportunity to showcase our brand personality while joining a broader cultural conversation," he said. 

By linking a major tech announcement to Fairwood's own identity, the trendjacking post aims reinforce its brand colour in a fresh and modern context, as well as to demonstrate cultural relevance by swiftly participating in a trending topic.

Fairwood’s Facebook post has received more than 3,800 likes, 230 comments and 190 shares, MARKETING-INTERACTIVE confirmed. Some users found the trendjacking post amusing, with a few playfully suggesting that Fairwood should host a giveaway for the orange iPhone 17 Pro and provide discounts for customers who use that model. Additionally, Fairwood’s Instagram post has received over 1,640 likes.

"At Fairwood, we're always looking for innovative ways to connect with our community. The launch of the orange iPhone 17 Pro was a perfect moment of alignment. It allowed us to engage with a global trend in a way that was genuinely fun and reinforced our brand identity. For us, it’s about finding those moments of shared joy that aligned with our slogan '食得開心 Enjoy great food!' and adding our own flavour to the conversation," Lau said.

Hong Kong Observatory 

Beyond brands, government authorities such as the Hong Kong Observatory (HKO) has also capitalised on the trend. It uploaded a post on Instagram featuring orange maple leaves that closely resemble the iPhone 17's vibrant orange hue, along with its latest autumn forecast.

According to the social post, HKO said that while the Northern Hemisphere has entered autumn, the weather in Hong Kong continues to be quite warm, and red leaves have yet to appear. In the context of global warming, there is a notable long-term trend of rising temperatures in Hong Kong during the autumn season. Based on the latest ocean observation data and global climate models, this autumn is expected to have normal to above-average temperatures and rainfall.

“Although there are no red leaves in sight, the camera is ready!” (雖然未有紅葉影，但鏡頭ready) the caption reads, featuring its mascot, Sunny (光仔), using an orange phone to take a photo.

HKO’s Facebook post has received over 700 likes, 30 comments and 50 shares. Meanwhile, its Instagram post has also received over 670 likes.  

IKEA Hong Kong

Known for trendjacking popular trends on social media, IKEA Hong Kong has shared a post on both its Instagram and Facebook pages, featuring its DYVLINGE swivel easy chair alongside the bold phrase, “Let me introduce - the Kelinge Orange!” (介紹返，Kelinge 橙).

As the new iPhone opens for pre-orders tomorrow (12 September), IKEA said in its caption that its vibrant orange sensation is already in stock and doesn't require a pre-order. “Comment from real users: It’s super comfy, just go for the Kelinge Orange!” (真實用家心得：好用，就揀橙色啦～) the caption states.

IKEA's Instagram post has garnered over 6,000 likes, while its Facebook post has received more than 1,200 likes and 70 comments. Some netizens said that placing it next to an iPhone of the same colour will cause it to blend in seamlessly. 

MARKETING-INTERACTIVE has reached out to IKEA for more information. 

Jack ‘n Jill 

On the other hand, iconic snack brand Jack ‘n Jill (珍珍) has opted to engage with netizens on Threads. While its signature potato chips packaging shares the same colour as the new orange iPhone 17 Pro, it has adopted Apple's minimalist advertising style, characterised by clean, uncluttered designs that emphasise the product.

With the caption “The most professional colour scheme. The most professional chips. The launch event proudly presents - Jack ‘n Jill Orange!" (最PRO嘅配色 最PRO嘅薯片 牙珍發佈會隆重介紹 - 珍珍橙), the post features six close-up photos of its potato chips, highlighting aspects such as chip thickness, flavours and packaging. It is accompanied by concise copywriting that reflects an Apple-style emotional appeal and storytelling approach.

The post has received over 260,000 views, 10,000 likes, and 5,100 shares on Threads. While some netizens found the ad appealing, others said they would purchase a bag of Jack ‘n Jill potato chips to show their support due to this ad.

MARKETING-INTERACTIVE has reached out to JACK’n Jill for more information.

Klook

Travel and experiences platform Klook has also posted a trendjacking update on Threads, sharing two photos: one is a screenshot of Apple’s website displaying the orange iPhone 17 Pro, while the other features only Klook’s logo.

"I think our company should provide each employee with (an orange iPhone 17 Pro as) a work phone (覺得公司應該全公司一人送一部做work phone)”, the post humoursly states.

The post has received over 130,000 views, 4,500 likes, and 1,300 shares on Threads. While some netizens expressed a desire to join Klook as employees if it's true, the post has sparked comments from other brands and platforms that share the same orange colour as the new iPhone. For example, Futubull, nowTV, and csl Hong Kong, whose logos are also orange, have stated that they would also like this employee benefit.

MARKETING-INTERACTIVE has reached out to Klook for more information.

Wellcome 

Wellcome, a supermarket chain under DFI Retail Group, has also posted 12 photos on Threads to promote products in orange available in its store, including oranges, carrots, and items with orange packaging such as Ovaltine, Mr. Juicy’s orange juice, Fanta orange soft drinks, and Jack ‘n Jill potato chips. “Orange is actually quite beautiful! (其實橙色都幾靚㗎)” the caption reads.

The post has gained over 30,000 views, 1,300 likes, and 260 shares on Threads. Some netizens said that the brand is clever for showcasing all the orange products in the supermarket for promotional purposes.

MARKETING-INTERACTIVE has reached out to Wellcome for more information.

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