Singapore-based MNC, Dole Packaged Foods, has introduced their first-ever campaign ‘Parent Tensions’ to launch Dole Juice Gel+ in India. The brand is a global leader in growing, sourcing, distributing and marketing fruit and healthy snacks. It sells a full line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.
The campaign, Parent Tensions, showcases different facades of parenting by reiterating ‘Parenting hamesha good honazaroorinahi, jelly hamesha bad honazaroorinahi’ with a whole new product range called Dole Juice Gel+. The range is made with real fruit juice, no artificial flavour, colour or preservatives, making it the perfect healthy snack.
The campaign stems from insights into struggles faced by new-age parents amidst the pandemic. While the lockdown gave us ample quality time to spend with our loved ones, it also overwhelmed us with the added responsibility of managing household chores along with professional commitments. The struggle went a notch higher when parents had to attend to their children as well.
The campaign strategy also accentuates the platform-first proposition of Wondrlab which offers holistic solutions and helps clients create value while achieving their objectives.
Ashim Malhotra, VP and Managing Director, APAC Region, Dole Packaged Foods, speaks on the product and the campaign…
Can you tell us more about the brand?
Dole Juice Gel + is a first of its kind healthy jelly that turns the jelly category on its head and offers a truly Good Jelly – ie a nutritious jelly made from fruit juice, real fruits and with no added sugar or preservatives.
The product is in line with the corporate Purpose of Dole Packaged Foods – to Champion a More Equitable World, where everyone has the right to Nutrition, and we reduce the gaps of Health and Nutrition on the action at a time.
Dole Juice Gel+ is the first amongst a full range of healthy, clean label, 100% natural products that Dole plans to introduce to our consumers in India in the coming months.
What does ‘Parent Tensions’, mean and why was this used as a tagline?
The lockdown has forced us to stay-at-home and work-from-home and provided us ample quality time to spend with our loved ones. But it also overwhelmed us with the added responsibility of managing household chores along with professional commitments. The struggle went a notch higher when parents had to attend to their children as well, and balance the energies and demands of their children with the demands of their professions.
This has resulted in that constructive tension which we captured as an insight that we labelled “Parent Tensions”. The communication builds on the current insights of a parent -tensions leading to un-parent-like behaviour at times.
The product Dole Juice + Gel in which category is it positioned, is it a juice or is it a jelly snack?
Dole Juice Gel is a first of its kind healthy Jelly snack for kids, made from 100% fruits and Fruit juice, with no added sugars and no added preservatives. It is a 100% clean label product, without any artificial additives and offers moms the opportunity to let their kids snack on a nutritious jelly, without any guilt or concern around sugar and preservative intake.
Why was Wondrlab chosen as the agency? What was the strategy behind the whole campaign?
We wanted to associate with a team that understood consumer sentiment and insights during the current disrupted times, that could weave in our brand’s traits and our brand purpose into the campaign, and could creatively integrate these in an impactful way.
Wondrlab achieved this integration perfectly. The campaign is well crafted and delivers against the core consumer insight in a clear yet quirky way. We are excited about the outcome and our partnership with Wondrlab on this journey.”
The core creative task was to introduce a new healthy Jelly for kids redeeming the jelly category from historical associations of unhealthy and harmful for kids and doing this with a strong cut through. So we had to win over the minds and hearts of mothers as the gatekeepers of what their kids consume, with strong rational reasons to believe, while at the same time appealing to kids in an emotional and fun way.
We used the insights of struggles faced by new-age parents amidst the current pandemic.
Just like moments in parenting are not always good (especially when everyone in the family is trying to make things work from home), similarly, it’s not true that jellies are always bad, the general perception being, that jelly is a very unhealthy and purely indulgent category with preservatives and loads of sugar. In this Parent-Tension moment, we aim to deliver the message to parents that indeed, Dole Juice Gel+ provides a truly good jelly that presents the goodness of fruit without unnecessary additives.
How is this product now being marketed in India? Will it be only Tier 1 & 2 or will you also target Tier 3& 4 markets?
The marketing plan is geared to drive consumer engagement and large scale trials through above the line and below the line investments – digital, in-store activation, sampling.
The initial plan is to build distribution in Tier 1 and Tier 2 cities, targeting Modern Trade outlets as well as larger Grocery stores. eCom is a key component of the channel mix, and we are already listed on Amazon &Flipkart.
Expansion to Tier 3 & 4 markets shall be part of phase 2 in about 8-12 months,
What is going to be your marketing strategy? Will digital spends take a large pie?
The objective in the first year is to drive consumer engagement, desire and large scale trials. This will be achieved through a strong digital activation across social media platforms. In addition, we are rolling out in-store merchandising and sampling campaigns in key cities.
Hopefully, as the pandemic situation improves in the coming months, we have plans to partner with key channels like schools, amusement centres,and convenience chains to offer the healthy and nutritious jelly to children.