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Work created with Doner Advertising

AD: Alex Gunderson

Del Monte Foods was launching a product unlike any they had before -- a shelf-stable bubble tea marketed to Gen Z. Our assignment was to create a new creative campaign for this product – distinct from Del Monte’s standard fruits and veggies – while staying in the established, family friendly voice of their company.


Because we were building a brand voice from scratch, we focused on bringing youth and vibrancy to Joyba using playful language as well as evocative words like "pop" and "joy" to make people feel along with us.

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While Doner did not ultimately build, we did develop this draft as part of our brand build, exemplifying the playful brand voice and persona. 

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