Standing out amongst a sea of same in the freezer aisle is no small feat. And when Dole was ready to launch their new frozen treat, we knew the insight was simple: boring is a choice, but so is interesting. Their audience was looking to discover something new, something novel, something unique.
Enter Dole Whip. It's creamy, but not ice cream. Indulgent, but not heavy. A totally new, delightfully unexpected frozen treat whipped with real fruit for a bold flavor that's anything but boring. It's the opposite of playing it safe. It's anything but. Life's just too interesting to be vanilla.
“Anything but Vanilla!”
role: creative director
CREATIVE CONCEPTING. CAMPAIGN DEVELOPMENT. ART DIRECTION. COPY OVERSIGHT.
CreditsDIRECTORS: THE KAPLANSEVP CD: CHRISTINE GRATTONCD: GEORGE CHAPMAN + RACHEL DONOVAN ACD, COPY: EDWARD KIMPRODUCTION PARTNERS: IDENTITY, WHITEHOUSE, CUTTERS
VERSION 2:
You know boring…it's everywhere. \\
Rows of it.
The same safe choice over and over.
But here's the thing about boring: it's optional.
(record scratch)
So raise your spoons to something that’s as bold as you are.
Creamy, Made With Real Fruit, and Dairy Free.
Because well behaved desserts never make history.
Stop settling for what's always been there.
Say hello to a new frozen treat experience that’s anything but
VANILLA…
That’s Dole Whip.
