Dole Packaged Foods, LLC today released a new national campaign that pairs the sunny outlook of pineapple juice with the inner glow of people who are comfortable with their true selves. Concepted by The Distillery Project (TDP), the campaign features three ordinary people – an avid reader, a soccer player and a dog walker – who glow for being authentic and real.
The campaign includes three spots. In one video, we meet Rebecca. "What is it about Rebecca?" asks the voiceover as the camera pans on the face of an average-looking, middle-aged woman sipping from a pineapple-based drink. "Thirty years of first dates. Three book club meetings later ... hello, Daphne."
From the chaise lounge next to her rises a lovely woman as she picks up her own pineapple-based drink. "So long, fellas," says the voiceover as the couple exchange knowing looks. As they jump into the pool together, viewers hear and read the tagline, "Let your glow show."
"Dole champions your inner glow," says Phil Jungmann, Creative Director at TDP. “Their Pineapple Juice is as unique as the people who drink it. This campaign is a celebration of people who have the courage and confidence to be themselves – those that have an inner glow and shine brightly despite challenges or circumstances."
In another video, viewers meet Ade, who "moved here from 10,000 miles away." On an athletic field, the young man is deftly playing with a soccer ball while holding a can of Dole Pineapple Juice as only a star player can. "Ade only speaks soccer but finds a way to feel ... right at home," says the voiceover as he kicks the ball to a group of young kids he is coaching.
"What is it about Michelle?" asks a third video, as a young woman strolls with a can of the juice in one hand and a croissant in the other. "People pleaser by nature, ex-manager by choice. Finally found some co-workers that don't talk back." The camera pans out and viewers see six dogs tethered to her belt as she – and they – make their way down a tree-lined street.
This professional campaign titled 'Let your glow show.' was published in United States in November, 2022. It was created for the brand: Dole, by ad agency: The Distillery Project. This Film medium campaign is related to the Soft Drinks industry and contains 3 media assets. It was submitted 11 months ago.
Client: Dole Packaged Foods, LLC
Agency: The Distillery Project
Founder/CCO: John Condon
Founding Partner/CSO: Ben Kline
Head of Operations/Partner: Kim Tanner
Head of Production/Partner: Nik Traxler
Creative Director: Phil Jungmann
Senior Art Director: Aleigh Krug
Copywriter: Jig-zed dPa'wo
Business Affairs Manager: Bonnie Kalaf
Senior Producer: Brenda Cortés
Production: Raucous Content
Head of Production: Adam Guliner
Director: Craig Rasmus
Producer: Alina Stevens
Production Supervisor: Andrea Tello
Owner/Executive Producer: Steve Wi
Editorial: Cutters Chicago
Editor: Marian Oliver
Assistant Editor: Jack Taylor
Executive Producer: Patrick Casey
Color Co.: Company 3
Colorist: Tyler Roth
Producer: Nadia Dabibi
Post Production: Flavor Chicago
Finish Editor: Patrick Wong
Executive Producer: Bruce Rindler
Music House: Pull Music
Owner/Executive Producer: Scott Brittingham
Audio House: Another Country Chicago
Audio Engineer/Mixer: Erik Widmark
Assistant Audio Engineer: Cathryn Stark