The packaging makes the user physically emulate the picking of the apples, only revealing the full brand mark when 'picked'. There's nothing better than the taste of a freshly picked apple, the same goes for Dimpsy Cider.
Dimpsy .noun(probably). (Southwest English, dialect)
1. twilight, a.k.a the soft glowing light from the sky when the sun is below the horizon
*If you've had too much of this to drink, you might go a little Dimpsy.
Below is a promotional poster run that is light sensative, only revealing the message at dimpsy.