Increasing brand preference 10% for Dole®.

Consumer awareness of Dole was extremely high. Dole pineapple indexed highest in the category, but contrary to market share, Chiquita enjoyed recognition as the leader in the banana space.

Change perception and increase awareness of Dole bananas among consumers, and more importantly, among the trade.

Increase consumer awareness and preferences, therefore influence trade decisions.

Conduct extensive intercepts and consumer focus groups identifying character association, music and lyrics directly tied to the product as the competitor’s advantage in brand awareness and recall.

Design a program combining grassroots initiatives, targeted media purchases and a multi-segmented message to increase brands’ top-of-mind awareness.

Introduce a computer animated character, named Bobby Banana, as the spokes “fruit” for Dole bananas.

Within a 12 month period following the television and print launch, Dole’s share of market and of mind increased in excess of 10 percent. Years later, Dole, maintains the position of highest market share, consumer awareness and brand preference in bananas, which represent a staggering 1 percent of all grocery sales in the US.