Dole Juices Up With New Campaign: Lord, Dentsu Ads Tout Mixed-Fruit Drinks As Competition Intensifies

SAN FRANCISCO – Dole here has launched a major repositioning campaign in a bid to capture the lion’s share of the emerging market for mixed-fruit juices.
In Dole’s previous campaign, consumers were told that Dole juices were a healthy alternative to beverages with sugars and artificial flavors and to orange juice.
The new campaign, from ad agency Lord, Dentsu & Partners/L.A., touts the fact that the drinks are 100% fruit juice while explaining the combinations of juices, such as pineapple, banana and orange, in its drinks.
As one of the first in the so-called hybrid juice category, Dole seems to have an edge in the market, but it is competing with an increasing number of marketers including Tropicana, Welch’s and Minute Maid.