Dole Juices Up Hispanic Marketing

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Dole Juice has launched a campaign to connect with Hispanic consumers in Los Angeles through public entertainment events, and cash and juice prizes. The brand said it could be expanded into other markets.

The campaign’s tagline, “Sacándole jugo a la vida,” or “Squeeze the most out of life,” is meant relay the message that Hispanic consumers who drink the brand’s juice “place a high value on the moments in life that bring them together,” per Dole.

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