The Distillery Project launches retro-inspired work for Dole Beverage

‍A woman named Michelle, a former manager, has finally surrounded herself with coworkers who lower her blood pressure instead of spike it. And serial dater Rebecca, after decades of searching, has located the person of her dreams.

Could their similar choice in beverages have something to do with their newfound happiness? While a new campaign for Dole doesn’t claim that pineapple juice has that kind of superpower, it does highlight characters living their best lives by being their authentic selves.

Michelle, by the way, left her stifling corporate gig—she’s now a dog walker. And Rebecca said, “So long, fellas,” and followed her heart—straight to Daphne.

“Let Your Glow Show” is a marked departure for the fruit juice category, a grocery store staple that often leans into product descriptions and benefits in its marketing. The against-the-grain approach came from psychographic and behavioral insights, according to Phil Jungmann, creative director at The Distillery Project.

“Pineapple juice isn’t an obvious choice for a lot of consumers. And those that would pick this over other drinks have a unique confidence about them,” Jungmann told Adweek. “We wanted to magnify and celebrate that confidence and uniqueness.”

TDP, which started working with Dole for its canned pineapple in the spring of 2022 has now broadened the relationship to include Dole Beverage.

“Let Your Glow Show,” the independent agency’s first campaign for the product line, pairs the “sunny outlook of pineapple juice with the inner glow of people who are comfortable with their true selves.” The brand plans to adopt the new tagline, which creatives see as having “a lot of potential,” for future commercials.