The campaign, Parent Tensions, showcases different facades of parenting by reiterating ‘Parenting hamesha good hona zaroori nahi, jelly hamesha bad hona zaroori nahi’ with a whole new product range called Dole Juice Gel+
Dole Packaged Foods has introduced a campaign announcing the launch of Dole Juice Gel+ in India and has positioned it as a ‘health snack’ with real fruit juice, no artificial flavor, color, or preservatives. The brand sells a full line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.
The campaign stems from insights of 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.
Speaking about the partnership, Aashim Malhotra, Vice President, Dole Packaged Foods said, “We wanted to associate with a team that could weave in our brand’s traits into the campaign, connecting it with the ever-dynamic consumer. Wondrlab established this connection perfectly. The campaign is well crafted and delivers our key message in a clear yet quirky way. We are excited with the outcome and our partnership with Wondrlab on this journey.”
Adding to the partnership, Mudit Mathur, General Manager for India, Dole Packaged Foods said, “Dole is proud to bring first of its kind healthy jelly that turns the jelly category on its head and offers a truly Good Jelly. The challenge for the campaign was to redeem the jelly category from association with unhealthy and harmful for the children and put out a product that will win with kids on the taste as well as deliver on health benefits.”
Speaking about the win and the campaign, Rakesh Hinduja, Co-Founder and Managing Partner – Content Platform, Wondrlab, said, “We are thrilled to be associated with Dole Food’s first ever campaign launch in India. 2020 has been a tough one for all of us and thus there is an immense need to rebuild trust while looking for healthy solutions especially for conscious parents who are on the lookout for such choices.”