Del Monte
Problem
Del Monte had a rare innovation on their hands: a naturally pink pineapple. But the existing branding didn’t reflect the uniqueness of the product — or its potential. With no real story or standout identity, the pink pineapple risked feeling like a gimmick instead of the premium experience it could be. To capture attention, drive demand, and command a luxury price tag, the brand needed a transformation.
Scope
- Visual Identity
- Packaging
- Messaging
- Social Campaign
- Influencer Campaign
- Website
Solution
We rebranded the Pinkglow pineapple from produce to pop culture — crafting an elevated, otherworldly identity that justified a 178% price increase, taking the product from $14 to over $39 at launch. We wrapped the fruit in royalty, designing a brand world complete with deep color palettes, a custom coat of arms, and even a literal crown. The campaign went viral — organically featured on Jimmy Kimmel, praised by Benny Blanco, and shared across press and influencer channels. With over 10K units sold in the first month, 30M+ impressions, and a 5+ year run, Pinkglow is now Del Monte’s most profitable product of all time.
Client
- Elana Gold
- Nuno Silvério Marques
- Pablo Rivero
- Nuno Baptista Miranda
Results
B&B was instrumental in developing a powerful concept to turn a fruit into an experience, a must have luxury item: “The jewel of the jungle”. The visual id was astounding, reflecting a lush Costa Rican royalty with attention to every minimal detail. All of this was rounded with the development of robust social media assets that helped us achieve a launch the exceeded all of our expectations.
