Dole is currently airing three different commercials that substitute the literal meaning of the words "fruit bowl" with very inappropriate connotations. It's part of an advertising campaign the company coined "Quaran-Tension," Dole's attempt to cast a humorous light on the angst created by the COVID-19 quarantine. But Dole fails miserably at its efforts to be funny.
The commercials use "fruit bowl(s)" as code words for intimacy, in place of swear words, and as a demeaning reference to children.
Here is the dialogue from one commercial that features a set of grandparents and one of their grandchildren: "Well, with the grandkids home now, finding alone time is a challenge. That's why we have a secret love language. … You in the mood for fruit bowls? … I would love some. …" (Then a granddaughter interrupts: "Can I have some fruit bowls too?") "We are eating a lot of fruit bowls, just not having a lot of fruit bowls."
Another ad features a couple saying the following: "Times are stressful, but we are trying not to swear in front of the kids. So, we use 'fruit bowl' instead. Fr*it B*wl! What the fr*it b*wl?! We eat a lot of fr*it-b*wling fr*it b*wls."
The third commercial features two lesbian moms who are frustrated over their kids’ behavior. They use "fruit bowls" as a code word to talk about their kids in front of the kids. The mothers are regretting and questioning whose idea it was to even have these "fruit bowls."
The insinuations and tone in these ads are offensive because of what is represented, and the fact that children actually appear in the commercials is also disturbing. It’s sad that a well-known company has made a deliberate decision to produce a controversial commercial instead of a wholesome one.
One Million Moms finds this marketing campaign highly inappropriate. All three of Dole's fruit bowl ads are irresponsible and tasteless. It is extremely destructive and damaging to impressionable children viewing the commercial. We all know children repeat what they hear.
These ads are airing during prime time when families are likely watching. Dole should be more responsible in its marketing decisions. Let Dole know that as a parent and a customer you are disgusted by its recent marketing choices.
Dole needs to know parents do not approve!
If you agree that this marketing effort is inappropriate, please sign our petition urging Dole to cancel its "fruit bowl" commercials immediately.