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Direct Marketing
Dole: Second To Pineapples.jpg)
Dole Pineapple Juice partnered with GIGIL to announce their research findings: They're actually number one. But instead of advertising this, the brand boastfully claimed the number two spot – not to any other competitor in the juice market, but to real pineapples. Dole put up signs in various grocery aisles that read "Proudly Second" in bold letters. This caught people's attention. In its first month alone, the signages boomed the brand’s sales by 285% and garnered a 67% increase in volume sales versus their year-to-date average.
Account Supervisor: Chill Coronel Related |
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