Ever tire of your media team constantly reminding you to brand the first 3 seconds of your videos? It still rubs many creatives the wrong way.

Well luckily for Dole Whip, ours not only accepted the challenge . . . they went all in.

Our jingle-driven animated storytelling style was designed to break out of the frozen treat sea of sameness. It proved to be the perfect sandbox to explore a full on embrace of the 3 second rule.

We were inspired by sticky mnemonics like “Fe-breeze” — itself becoming a powerful branding device.

For Dole Whip, we opened by singing “Have a Dole Whip Day” in the core campaign videos. We also made sure there was enough media frequency across a variety of channels to generate strong brand mental availability.

This opening, combined with our broader media efforts helped drive +6 points in brand familiarity and +8 points in purchase intent — which all translated to a 23% sales lift in core markets!