Dole’s Let your glow show campaign, conceived by The Distillery Project and released in the United States in 2022, positions the brand’s pineapple juice as a vibrant catalyst for personal authenticity within the crowded food and drink category. Anchored by a series of three film spots, the campaign departs from predictable product heroics and instead casts ordinary people into the spotlight, creating a lifestyle narrative where the juice becomes an emblem of self-confidence and individuality. Each vignette profiles relatable archetypes — from Rebecca, a middle-aged book lover whose journey toward authenticity culminates in newfound romantic connection, to Ade, a young soccer player finding belonging and purpose far from home, and Michelle, a former manager who reinvents herself through dog-walking and finally feels comfortable in her own skin. Eschewing idealized or aspirational tropes, the creative framework draws heavily on user imagery that speaks directly to consumers seeking reflection and validation in everyday, unfiltered moments, an approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery. By celebrating inner glow as both metaphor and brand value, Dole forges an inclusive message that embraces realness and diversity—foregrounding lifestyles, sexual orientations, and stories that mainstream advertising has often left at the margins. The agency leverages the humble can of pineapple juice as a subtle unifier of experiences, embedding it within scenes of friendship, mentorship, and personal fulfillment, thereby inviting a broad demographic to see themselves not just as consumers, but as radiant protagonists in their own story. This tonal pivot from functional refreshment to self-expression aligns with deeper shifts in consumer values, where the meaning around a beverage extends beyond taste or nutrition into the realm of identity. The tagline, Let your glow show, becomes both rallying cry and brand promise, connecting the simple act of enjoying pineapple juice to wider themes of self-acceptance, courage, and belonging. The campaign is rated 63/100 by Clapboard’s global creative archive. As a case study in leveraging relatable storytelling and universal desires for authenticity, this campaign signals that the future of non-alcoholic drinks marketing will be shaped as much by the values brands invite as by the products they sell.
Credits
Client
Dole
Agency
The Distillery Project
Founder
John Condon
Founding Partner
Ben Kline
Head Of Operations
Kim Tanner
Head Of Production
Nik Traxler, Adam Guliner
Creative Director
Phil Jungmann
Art Director
Aleigh Krug
Copywriter
Jig-zed dPa'wo
Business Affairs Manager
Bonnie Kalaf
Producer
Brenda Cortés, Alina Stevens, Steve Wi, Patrick Casey, Nadia Dabibi, Bruce Rindler, Scott Brittingham
Production House
Raucous Content
Director
Craig Rasmus
The "Let your glow show." campaign by Dole, created by The Distillery Project, positions the brand’s pineapple juice as a symbol of authenticity and inner confidence. It emphasizes the value of embracing one’s true self, portraying the juice as a reflection of individuality and the inner glow that comes from being genuine. The campaign’s core proposition is that Dole’s pineapple juice is uniquely aligned with people who confidently shine despite challenges, reinforcing an emotional connection between the product and personal authenticity.
Strategically, the campaign leverages relatable, everyday characters—an avid reader, a soccer player, and a dog walker—to personify different facets of authenticity and self-acceptance. These individuals represent diverse lifestyles and backgrounds, making the brand accessible to a broad audience who seek to express their true selves. By focusing on ordinary people in genuine moments rather than idealized or aspirational figures, the campaign taps into the cultural trend toward valuing individuality and realness. The creative angle highlights personal stories of confidence and belonging, such as a woman embracing a same-sex relationship, a young immigrant finding community through soccer, and a former manager redefining her identity through dog walking.
The campaign’s narrative underscores inclusivity and self-confidence as core brand values, connecting Dole to a lifestyle that celebrates inner strength and authenticity in everyday life. This approach targets consumers who prioritize self-expression and seek products that resonate with their personal journey, positioning Dole pineapple juice not just as a beverage but as an emblem of genuine selfhood within the non-alcoholic drinks market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Dole “Let your glow show” campaign fits Format #10 because it centers on authentic, everyday people (an avid reader, a soccer coach, and a dog walker), each depicted confidently enjoying life with a Dole Pineapple Juice. Rather than focusing on direct demonstration, problem-solution, or product-as-story-hero, the campaign highlights distinct personalities and lifestyles intended to reflect and resonate with the brand’s target demographic. The juice becomes a lifestyle accessory symbolizing individuality and self-acceptance, but the core creative device is aspirational and relatable user imagery.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Tropicana – Market Positioning
Tropicana is positioned as a premium, natural, and fresh fruit juice brand focusing on quality and purity. Emphasizing 100% pure juice with no added preservatives, Tropicana appeals to health-conscious consumers seeking authentic taste and nutritional benefits. It leverages a heritage of trust and wide availability to target everyday family and individual consumption occasions.
2. Minute Maid – Market Positioning
Minute Maid, a Coca-Cola brand, emphasizes convenience and variety with a broad portfolio of fruit juices and juice drinks. It promotes balanced taste and affordability, targeting families and broad demographics who want reliable, flavorful, and accessible juice options for everyday refreshment.
3. Naked Juice – Market Positioning
Naked Juice positions itself as a health-centric, premium smoothie and juice brand focusing on organic, non-GMO ingredients and innovative blends. It targets wellness-focused consumers seeking nutrient-dense, fresh-tasting beverages without artificial additives, underlining a commitment to clean, natural nutrition.
4. Ocean Spray – Market Positioning
Ocean Spray is known for its cranberry-based juices and blends, emphasizing authentic, fruit-forward flavors with a focus on natural ingredients and antioxidant benefits. The brand promotes family heritage and sustainability, appealing to consumers looking for functional health benefits combined with enjoyable taste experiences.
5. Bolthouse Farms – Market Positioning
Bolthouse Farms differentiates itself with a focus on fresh, cold-pressed juices and functional beverages catering to health-conscious consumers. It combines natural fruit and vegetable blends with added wellness benefits like protein and probiotics, positioning as a modern, clean-label lifestyle brand supporting active, balanced living.
Crew
Andrea Tello
Post Production
Cutters Chicago, Flavor Chicago
Editor
Marian Oliver
Assistant Editor
Jack Taylor
Color Co.
Company 3
Colorist
Tyler Roth
Finish Editor
Patrick Wong
Music
Pull Music
Audio House
Another Country Chicago
Audio Engineer
Erik Widmark
Assistant Audio Engineer
Cathryn Stark
ARCHIVE
How McDonald's Grandma McFlurry Turned Nostalgia Into a Limited-Time Cultural Moment
How McDonald's and Wieden+Kennedy Made the Grandma McFlurry a Multi-Generational Dessert Event...
Q: What is Let your glow show. about?
A: Let your glow show. is a 2022 national campaign from Dole, created by The Distillery Project for the United States market. The campaign centers on Dole Pineapple Juice as a symbol of authenticity and inner confidence, featuring three film spots that spotlight everyday individuals—a reader, a soccer player, and a dog walker—each confidently embracing their true selves. Through intimate storytelling and relatable characters, the campaign positions Dole Pineapple Juice as more than a beverage, aligning it with the personal journeys and inner glow of real people who shine by being genuine.
Q: What creative device does Let your glow show. use?
A: Let your glow show. employs Format #10 Associated User Imagery, as classified by Clapboard’s 12-format taxonomy. This creative device focuses on relatable, everyday people who embody the target audience’s aspirations or lived experiences. Rather than elevating the product as the hero or using overt demonstrations, the campaign highlights authentic personalities and lifestyles, making Dole Pineapple Juice a lifestyle accessory that symbolizes individuality and self-acceptance. The approach is designed to foster emotional resonance by reflecting the diversity and authenticity of real consumers.
Q: What is the campaign proposition for Let your glow show.?
A: The campaign proposition for Let your glow show. is that Dole Pineapple Juice represents authenticity and inner confidence, encouraging consumers to embrace and express their true selves. By showcasing diverse, relatable characters who confidently navigate life’s challenges, the campaign connects with individuals who value self-expression and seek brands that reflect their personal journeys. In the context of the non-alcoholic drinks market, this positioning differentiates Dole as a brand that celebrates individuality and emotional connection, making the juice an emblem of genuine selfhood rather than just a refreshment.
Q: How does Let your glow show. rank in Clapboard's archive?
A: Let your glow show. holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Dole's category?
A: In the non-alcoholic drinks category, Dole competes with several established brands. Tropicana is positioned as a premium, natural juice brand focused on quality and purity for health-conscious consumers. Minute Maid emphasizes convenience and variety, appealing to families seeking accessible and flavorful options. Naked Juice targets wellness-focused consumers with nutrient-dense, organic blends. Ocean Spray is known for its cranberry-based juices and highlights authentic flavors and antioxidant benefits, while Bolthouse Farms differentiates itself with fresh, cold-pressed juices and functional beverages aimed at supporting active, balanced lifestyles.
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
JOIN THE NEWSLETTER.
Content Production insights, videos, books, and freebies, delivered to your inbox weekly
What Is Clapboard? A Video‑First Creative Marketplace & Production Ecosystem
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
ARCHIVE.webp)
