The red brand builder’s team has successfully re-launched Dole Sweetio Banana’s in the Vietnam market place. red were tasked with developing a through-the-line, advertising campaign to raise awareness of the brand, communicate the key differences and health benefits between Sweetio bananas and other highland grown bananas in the market, while encouraging purchase and shelf-share.
Lenny Schaberg, red brand builders Creative Director, commented, “The red team’s “Golden Choice” creative concept focused on show-casing the rich, golden colour product feature (without the usual blemishes and spots normally associated with the competitors), while delivering strong ‘reasons-to-believe’ in the product safety, health and international-standard quality – addressing real concerns for increasingly health and safety conscious Vietnamese mum’s.”
Media touch-points focused on reaching modern, urban Vietnamese mothers at their places of work (such as in-elevator screens) out-of-home billboards, key print media and at the point-of-purchase in modern retail outlets with high-impact point-of-sales materials.
Founded in Hawaii in 1851, Dole Food Company, Inc., is the world’s largest producer and marketer of high-quality fresh fruit and fresh vegetables.
The Company does business in more than 90 countries, including Vietnam. For further information visit: http://www.dole.com