Dole Juices Up Hispanic Marketing

The Dole Food Co. has launched a campaign to connect with Hispanic consumers in Los Angeles through public entertainment events, and cash and juice prizes. The company 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 to 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,” according to Dole.

The push, via Castells & Asociados, also uses the phrase “Necesitas jugo?” (“Need juice?”) to grab attention.

At the end of July and throughout August, Dole will provide family entertainment at local parks, including magicians, clowns and face painters. Free juice will also be handed out.

The events are a way for Dole to build and strengthen its relationship with its Hispanic customer base, said Andy Harrow, chief marketing officer of Bradenton, Fla.-based Tropicana Products, Inc., Dole’s parent company. Tropicana itself is owned by Purchase, N.Y.-based PepsiCo. “Just talking to them just didn’t feel quite right,” Harrow said.

In addition to the entertainment “street teams,” more than 35 people will get a chance to win up to $400 in cash and free Dole juice coupons by tuning into one of several participating Spanish-language radio stations. Four retail locations of Food 4 Less and Ralphs -- supermarket chains in Southern California -- also will give away Dole cash and juice prizes.

Ads for the campaign will appear on billboards and bus shelters. Dole will not break any TV spots. “It’s summer,” Harrow said. “People are out and about. We want to reach people where they are. Where they are living their lives.”

- Nielsen Business Media
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