Manuella Makhoul - Del Monte HoneyGlow Pineapple Launch

Agency: Publicis, UAE | Role: Associate Creative Director

Del Monte HoneyGlow Pineapple Launch Campaign

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Del Monte wants to introduce to their female target audience in the GCC markets, their HoneyGlow Pineapple which is sweeter in taste compared to their competition, hence its name HoneyGlow.

We know for a fact that our TA have a sweet tooth but over the last few years, they have been trying to lead a healthy lifestyle. So we came up with the following proposition: So sweet yet so healthy.

The communication plan includes 4 phases: attract, educate, convert and repeat.

Please click on the below video to learn about the creative idea proposed for the launch campaign and the rationale behind it.

Hero Film

Film opens on a young woman sitting on a salon chair. We see her pointing at the picture of a natural hairdo. VO: Remember that ‘look’ You always wanted.

Cut to closeup of the woman having a dumbstruck expression on her face. The camera quickly zooms out and we see that she has ended up with an awkward haircut instead of what she wanted. VO: And remember how you ended up looking, instead. (In a sarcastic tone)

Cut to shots of the same young woman, now busy in her kitchen (Note on appearance - Her hairstyle is better than before, she is slowly recovering from her disastrous haircut). We see her preparing Guacamole. VO: Perhaps that’s why, life needs a big disclaimeR

Cut to shots showing the young woman, serving Guacamole to a group of her friends. The young woman, opens a big bag of nachos and as she serves it, close up shots reveal that she is embarrassed and devastated. VO: A ‘conditions apply’

The camera now moves to show why. We see a bowl full of broken and crumbly pieces of nachos. Next to it, the empty bag of nachos, featuring neat, crisp triangular nachos on the packaging. VO: A ‘try at your own risk’ statutory warning.

Cut to shots of the young woman lying on her bed, her phone beeps and we see an emailer on her phone with an image of a nice red stiletto, it states ‘SHIPMENT ON ITS WAY’. VO: Because what you see…

At the same time her doorbell rings, she excitedly rushes to her door. We see her collecting her order from the courier guy with a big smile, she eagerly opens the box. Closeup shots of her face once again reveal a big disappointment. The camera moves to show the actual red shoe is not even close to what she ordered. VO: …Is not ALWAYS what you geT.

Cut to shots of a beautiful pineapple farm in an exotic setting. We see rows after rows of pineapples glowing in sunlight. VO: Probably why, you’ll be in for a sweet surprise when you try the New Del Monte Honeyglow Pineapple.

Time-lapse shots of a Honeyglow Pineapple showing the natural ripening. We see a fully ripened Pineapple carefully picked and labeled. VO: Left untouched for longer, it’s naturally riper with a HONEYGLOW on the outside….

Cut to the same Pineapple in the kitchen of the young woman, she looks at the tag on the Pineapple stating ‘Honeyglow’ rolls her eyes mockingly and throws it aside. She proceeds to cut it to slices. She casually picks up a piece and puts it in her mouth with really, low expectations. VO: ... And it’s filled with SWEETNESS, on the inside.

Cut to close up shots of the woman appearing to be in bliss, her eyes are closed in enjoyment. VO: Because when we say sweet, we mean sweet (in a quirky, funny tone) No conditions apply. DEL MONTE HONEYGLOW LOGO. SUPER: ONLY SWEET SURPRISES.

15’’ cut-downs targeting our audience based on their online activity

Static Posts

Word-of-mouth through sweet little activations

1. The Sweet Stories

What if HoneyGlow pineapples have the power to change the behavior of evil characters in children’s stories? A collection of such bedtime stories with sweet little twists can be developed and targeted to moms.

2. The Sweet Talk

In the most unexpected places, for example mall elevators, we will compliment people in a personalized manner through a hidden speaker. The surprise compliment will end with an announcement that mentions ‘Del Monte HoneyGlow Pineapples, only sweet surprises.’

3. The Sweet Getaway

A radio contest inviting people to call in and tell the RJ something sweet about HoneyGlow Pineapples in a sweet childish voice. Participants have a time limit of 10 seconds. Based on a lucky draw a winner will be chosen and offered a ‘Sweet 4-day Kenya tour’. Once on the tour, we will also surprise the winner with a flight upgrade and more. All the surprises will be documented and shared on the brand’s social pages.

Documentary

We will film a multi-episode documentary telling the story of the HoneyGlow pineapple. The film includes the brand’s philosophy, the source, the people, the plantation, the picking time and the shipping.

Below is an example of one of the episodes, titled: Extra time makes it extra sweet.

We open with a quick series of awe-inspiring Kenyan nature and plantation shots to build intrigue. A strong sense of mysticism and tranquillity is portrayed in these shots.

We finish our establisher series on a portrait-style shot of a farmworker standing in a pineapple field, midday. He stares intently at something that’s out of frame below, sighs, then clocks the camera with a soft smile. We transition to a late night scene, where we see our hero working hard at her desk in a modern office. The muffled drone of city noises is heard outside her window. She looks tired and stressed. We hear the ‘tick-tock, tick-tock, tick-tock’ of a clock. VO: People say time makes everything better.

A quick timelapse shows her retrieving files from a cabinet, making notes, answering calls, working on her computer. The tick-tock sound becomes faster and faster. We cut to a tight close-up of a clock, the hour and minute arms spinning at speed. VO: Well apparently, not everything.

Suddenly we hear a loud digital ‘PING’ sound effect and reveal a mailer popping up on our hero’s computer screen. The banner is a superimposed map of Kenya, with the title reading: “HONEYGLOW TIME OUT!” VO: Can’t blame you, you don’t spend enough time in magical Kenya like our Honeyglow Pineapples.

The tick-tock sound effect dissipates and fades out into the background. Our hero clicks on the pop-up banner and a delightful video of a traveller exploring magical Kenya starts playing full screen on her computer. Our hero observes her computer screen, mesmerized by the music accompanying the visuals that become louder and louder until it drowns out all the city noises. VO: Magical whaaat? You might ask.

We cut to the Kenya footage, and it is revealed that the traveller in the film looks like our hero, in fact, it is our hero. Dumbfounded, our hero double takes the screen, surprised by what she sees. VO: Exotic ‘Kenya’ is the little strip of paradise On the east coast of Africa.

We dissolve to a dynamic series of scenic snapshots of our hero in Kenya… VO: This is where people like you from around the world, dream of spending their sweet little vacation.

‣ Sun rays poke through the canopy of the trees and fall on a Land Rover 4x4, where we establish our hero enjoying a safari game drive. She spots elephants, rhinos, zebras, etc. The drive itself is fairly rough and causes some dynamic camera movement.

‣ Poetic cut away of fishermen casting their nets into the crystal clear ocean.

‣ Graceful moment of our hero soaking up the sun as she relaxes on a boat. A light breeze blows her hair. Nearby, some water birds take flight.

‣ Quick snapshot of our hero interacting with a cheerful local vendor, and buys goods from her.

‣ Stock footage or imagery of Masai warriors.

‣ Moody imagery of our hero trekking through typical Kenyan vegetation, Eg. Forest or bush.

Next, we transition into the world of Del Monte... VO: This is the place where time sweetens our HoneyGlow Pineapples. How? The Honeyglow Pineapple is simply left untouched for longer.

‣ Shots of the majestic farmlands where the HoneyGlow pineapples are cultivated.

‣ Laborers working the fields, one or two wave at the camera.

‣ A child running on a dirt path in the pineapple plantation (we track from behind to enhance the moment’s whimsical nature). We intercut a time-lapse where we see an unharvested pineapple changing colour from green to light green, finally showing its signature bright yellow shade. Cut to a wide...

It’s golden hour. The sky’s about to become diffused and pinkish, we see a laborer from earlier standing in the same spot in the pineapple field. He steals a glance at his watch while staring at a bright yellow pineapple that’s illuminated by a sun flare from the horizon. VO: Until time, turns it the right shade of yellow which we call as the HoneyGlow. Patiently, he waits for a beat longer before deciding to harvest the fully ripe fruit. On a beautiful close-up, he snips it from the stem like a true master. VO: And at this stage, it’s fully ripened. The motion is slick, seamless, professional. He ties a HoneyGlow label on to the pineapple (this is a hero moment and must look nothing short of exceptional). He breaks the fourth wall, winks at the camera and holds out the pineapple as if to offer it to the viewer. VO: Well time would sweeten you too, if you were surrounded by lush green rainforests, beaches, mountains, streams and rivers.

We transition back to the office, to reveal our hero enjoying fresh and delicious Del Monte pineapple cubes. VO: We hope you spend your time, here someday. Until THEN, cheer up with something sweet. We see a HoneyGlow pineapple on her desk. We go in tighter to frame up a heroic shot of the Del Monte pineapple. A few strategically placed sprinkles of soil encircle the glistening, super fresh pineapple.

Our hero’s got her energy and 'oomph’ back and she looks refreshed. VO: And when we say sweet, we mean sweet. She continues her work on her computer and reaches for another pineapple cube.

We cut to the end boards.