FDOC shifts OJ marketing target to younger consumers

07/10/2013 09:09:00 AM
Vicky Boyd

The overall message is that orange juice is healthful, provides natural energy, is portable and is good any time of day.

He says the flight attendant commercial is an evolution of earlier status meeting ads, where a group of people sat around a table and predicted the challenges they’d face during the day.

After each activity, such as receiving a ticket for an expired parking meter, the actor brushed it off and quipped, “Good thing I had my orange juice.”

The current status meeting ads as well as the proposed flight attendant campaign were put before focus groups in Minneapolis and Austin in late May, Bunarek says.

The flight attendant resonated well with consumers less than 40 years old as well as those older than 40, he says.

“It reached both future loyalists and existing loyalists,” Bunarek says. “Consumers seemed open to and ready for a new campaign.”

The commercials will be shot and a rough cut presented to commissioners for approval at their Sept. 18 meeting. It is set to launch Oct. 1.

The commercials are part of the Department of Citrus’ orange juice marketing program, which accounts for about 50 percent of its $48.1 million overall budget, according to figures provided by controller Christine Marion.

The department is funded through per-box assessments on citrus.


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