Short descriptor:

We attempt to tie the benefits of having real, healthy, 100%
all-natural fruit juice made gel, with Nature’s fun fruit-eating
critters. Also, as a bonus, we propose a colorful design that relates to a game (and amusing facts) on the inside of the package (see next slide) associated with the fruit gel of the package. Design is just shown to illustrate the idea - could be done in another style. These ‘critter designs’ would change over time to keep the campaign fresh. Animal themes could be constantly changing (present-day animals, Dinosaurs, etc.).
       Core benefits:

• The new line sub-brand name works well with its double entendre and it’s easy to recognize

  and remember (It’s Only Natural).

• Direct relation with ‘100% Real’ and ‘Natural’.

• A fun play on words for the ad campaign ( ‘Gel-volution’, ‘Natural Gel-ection’, etc.)

• Perfect for kids to take to school and play/read in their lunch break at school.

• Fun for both kids and adults. Adults can interact with their kids while they discuss the

  ‘animal kingdom’ facts. Also, packages raise curiosity about what will the next one bring

  inside.

  Brand identity:

  • Fun, fresh design that will appeal to both kids and adults.
  • Parents love that their kids are learning facts about nature and they can interact
  while doing so.
  • The ‘It’s Only natural’ is a strong brand name to associate with the product’s core benefits. Advertising tagline:
  • New Dole Gels. It’s Only Natural!
  • Enjoy Dole’s New Natural Gel-ection
  • Dole brings you the latest in Fruit Gel-volution!
  • Dole’s Latest Natural Gel-ection
  • New Dole Gels. Enjoy the Fruit Gel-volution