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English-Spanish Text to Become the Norm

By Published on .

NEW YORK (AdAge.com) -- Tropicana Products, Bradenton, Fla., announced today it is launching a line of Dole chilled orange juices with bilingual English/Spanish packaging and that all Dole juice packaging will go bilingual over the next year.

The new 100% Orange Juice product will be handled by Tropicana's Duo Juice Co. unit, which licenses the Dole brand from Dole Food Co.

In another multicultural promotional move, Dole Orange Juice will be supported with a 30-second Spanish-language commercial airing on Univision later this month. The spot, "Grandeza," compares the juice favorably to other morning beverages that do not contain a significant amount of juice.

Ethnic Marketing Group, Valencia, Calif., handles the account.

Dole is also launching a carrot-based juice blend called Paradise Blend and this month bows an on-pack promotion offering consumers the chance to win $200 to take their families to the ballpark every day during the 2002 Major League Baseball season.

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