Why is this work relevant for Brand Experience & Activation?

The Dole and Seasons 'Plantation Pachinko' is relevant to this category because it was a promo activation that increased sales by 66% (vs. last three months), growing the brand even in a declining category.

Background

The COVID-19 pandemic had affected the juice category. And Dole and Seasons were declining with less people purchasing RTD juices. In fact, the brands were ebbing faster than the category itself—with their sales value falling by 40.3% versus the previous year. As if that was not enough, more consumers preferred to buy the market leader, Del Monte. The market leader, Del Monte is 17x bigger than Dole and Seasons. Impossible to outspend it, Dole and Seasons were crying for an extraordinary summer promo activation.

Describe the creative idea (20% of vote)

The Dole and Seasons 'Plantation Pachinko'--probably the biggest pachinko game in the world. Held in the actual plantation of Dole and Seasons, buy their products, and you have a chance to win big in the game that was larger-than-life.

Describe the strategy (20% of vote)

The target audience was the Filipino, whose purchase, according to research, has made Del Monte, the market leader 17x bigger than Dole and Seasons. And with Dole and Seasons declining faster than an already shrinking category--with sales value falling by 40.3% versus the previous year--the brands didn't just require an epic activation. Dole and Seasons needed a colossal promo.

Describe the execution (30% of vote)

Buy Dole and Seasons products, and you get a combination of numbers. So you can join the Plantation Pachinko--probably the biggest pachinko game in the world--where the winning combination is determined. A zorb ball was released, going down a colossal pachinko board mounted above pineapples in Dole and Seasons' actual plantation, shooting into slots to elect the winning number. This definitely wasn't your ordinary parlor pachinko.

List the results (30% of vote)

The 'Plantation Pachinko': *Chalked up a total of USD 270K in media values from press alone. *Achieved the highest ROI turnout among Dole’s recent campaigns: +52% in overall online engagement. *Most importantly, the Dole and Seasons 'Plantation Pachinko' produced a 66% product sales lift vs. the brand's current baseline.