Growing the most profitable product in Del Monte history

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.

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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.

Visit Pinkglow Here →

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Client

Elana Gold
Nuno Silvério Marques
Pablo Rivero
Nuno Baptista Miranda

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Press

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Results

392

Price Per Unit Increase

Del Monte’s Highest Profit Product of all time

Organic Impressions at Launch

IG followers via influencer campaign

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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.

Pablo Rivero | Vice President of Marketing | Del Monte

No clients were harmed in obtaining these lovely words