Jugo De Naranja @ Dole.
March 8, 2002
Dole Beverages is launching its first-ever chilled orange juice in five different convenient flavors and packages.
The new line of juices will feature English/Spanish packaging. It is the first national chilled juice brand to offer consumers bilingual packaging. Over the next year, Dole(R) plans to incorporate the bilingual information throughout its line.
“We realized that nutrition information is important to the Latino population,” said Jennifer Newton, Senior Marketing Manager, Dole(R) Beverages. “By translating the packaging, we can help more consumers make informed decisions about what they give their families.”
The new juice will be highlighted in a 30-second Spanish-speaking commercial debuting nationwide on Univision in April. The spot, called “Grandeza,” features a grandfather and grandson sharing a complete breakfast that includes Dole(R) 100% Orange Juice and compares the juice to other morning beverages that do not contain a significant amount of juice.
