DOLE. A Year of Sunshine with DOLE. Multi-Platform

DOLE commissioned a report that revealed their fastest-growing consumer segment for their Canned Pineapple Juice: young adults who loved to entertain and use their product as a cocktail mixer and as a marinade for barbecue dishes. In other words, DOLE Canned Pineapple Juice was not just for grandma's breakfast anymore. The juicy deets on sales: the daily juice drinkers remained steady, while numbers spiked in the summer months and holiday seasons. Even "P-Diddy" Sean Combs sang the praises of DOLE Pineapple Juice as his favorite mixer with his very own vodka brand. We'll drink to that. Thankfully, we resisted posting hashtags like #gettingjuicywithit.

Working with closely with the AD and the CD, I developed a yearlong campaign that included health tips for their loyal juice drinkers in their 50s and 60s. However, "A Year of Sunshine" primarily focused on connecting with young adults through colorful imagery and punchy, clever copy packed with cool recipes for island-inspired seasonal cocktails, dinner and appetizer dishes, and delicious desserts.

Forecast for sales of DOLE Pineapple Juice remained sunny year-round with this multi-platform campaign. This video shines a light on this creative fresh approach to DOLE Canned Pineapple Juice.

We also positioned the DOLE Pineapple Juice as part of an aspirational lifestyle, with party ideas and barbecue themes such as backyard luau kits and holiday bashes celebrating Thanksgiving, Christmas Day and New Year's Eve.

"A Year of Sunshine" included useful content distributed across DOLE's social media channels, featuring cute, colorful memes I created with our art director.

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