DOLE initially launched its Shakers line with a campaign centered around a version of KC and the Sunshine Band's only hit, revising the lyrics to say, "Shake Your Smoothie." Cute perhaps, but consumers didn't buy it because they had no idea what the product actually was. So DOLE asked us to come up with a catchy tagline that explained exactly what a DOLE Shaker is and how it's made. After making and sampling the product in just over a minute with own hands (a kid could do it), I passed this copy on to my art director, who did the rest: The 60-Second, Fast-Shaking, Easy-Making, Any Hour, Veggie Power, Real Fruit and Yogurt Smoothie. I added the tag "Just shake, sip...and you'll believe" to address any consumer doubts, which was later tightened up a bit in the next phase of the campaign.
