Dole Hero
CREATING MARKET DOMINANCE — THE TARGET MULTICULTURAL AOR — 20 YEARS OF SUCCESS — BICULTURAL INSIGHTS — REAL ROI — TRANSCULTURATION™ —
CASE STUDY
Dole

Fresh reposition. Simple idea. Serious results.

Disrupted canned default perceptions with pure and simple visuals paired with bold ‘juice-up’ CTA and blind sampling across OOH, digital, TV, radio, retail, and merch and grew all metrics and sales.

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Empower people to live to the fullest
Spectrum
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Empower people to live to the fullest

RECORD MCM ONLINE SALES | 200M+ VIEWS | 35+ AWARDS | A challenger brand in a highly competitive volatile category with old cable legacy baggage and low brand trust, exacerbated by late entry into streaming and mobile, various mergers, and under-developed among multiculturals, not fully addressed until 2016.
Encourage people to pause and share moments of joy
McDonald's
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Encourage people to pause and share moments of joy

TOP MCM SALES PERFORMANCE | MULTIPLE BEST BET AWARDS | A Multicultural marketing pioneer and category leader in a highly competitive, saturated price-driven category, targeted by competitors and press, the latter on quality and health. Staying #1 across 20 co-ops is hard when Multicultural consumers are heavily targeted with options.
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