High-Concept High-Tech Creative Development            


Joe Mauro's assignment was to launch new line of Dole Smoothers juice drinks.

Dole Smoothers were positioned as a hip, delicious fruit drink for the on-the-go twenty-something consumer.

Mauro and associates developed a series of online interactive promotions with cool, high interest prizes i.e. Vespas, Sirius satellite radios, ipods, etc.

Game pieces delivered via UPC code numbers. Consumers entered code numbers online. There were two ways to win.

The cool part of the promo online was that you could turn the key on the Vespa, and if it started up, you won.