The Dole logo hasn't always been the same. In 1972, Dole bananas adopted a label that replaced the previous Cabana®; but the sun (representing the freshness, high-quality and flavour of the fruit) was only added in 1986.
And it is exactly this concept that spurred Dole's new "Abbiamo il sole dentro" (We have the sun inside us) campaign.
The campaign was presented during the 35th edition of Macfrut and was developed thanks to the feedback from focus groups. "We realised that some of the things in our previous campaign weren't immediately understandable by consumers, so we did what we could to make the message simpler and clearer," explains Cristina Bambini, Dole Italia marketing manager.
The sun shines over Dole fruit
Ever since its creation in 1851, Dole has been synonymous with certified premium quality, genuineness, transparency, safety, research and innovation. The sun became an integral part of Dole in 1986.
Choosing the sun as a symbol means highlighting the strict selection carried out by the company when choosing the fruit.
"We wanted to focus on Dole's characteristic element - the yellow sun. The sun is pure energy, light, warmth. Its rays irradiate the wide range of high-quality fruit cultivated every day in countries that are naturally inclined to grow it. Thanks to the light and warmth of the sun, the fruit is delicious and juicy. The crops can be seen in the background and is a reference to the landscape and hard work at the basis of the production chain."
The sun shines over Dole fruit
Ever since its creation in 1851, Dole has been synonymous with certified premium quality, genuineness, transparency, safety, research and innovation. The sun became an integral part of Dole in 1986.
Choosing the sun as a symbol means highlighting the strict selection carried out by the company when choosing the fruit.
"We wanted to focus on Dole's characteristic element - the yellow sun. The sun is pure energy, light, warmth. Its rays irradiate the wide range of high-quality fruit cultivated every day in countries that are naturally inclined to grow it. Thanks to the light and warmth of the sun, the fruit is delicious and juicy. The crops can be seen in the background and is a reference to the landscape and hard work at the basis of the production chain."