Citrus department shifts OJ marketing focus to younger consumers

06/12/2013 03:52:00 PM
Vicky Boyd

orange juiceCourtesy Agricultural Research ServiceWith a pool of 84 million potential orange juice consumers, millenials – those born between 1982 and 2004 – offer huge opportunities for the Florida citrus industry.

But to capitalize on what the Florida Department of Citrus refers to as future loyalists, marketers must first figure out how they make beverage choices and the best ways to reach them.

“When you look at the size and the strength of the future loyalists, they represent a huge opportunity for us and an opportunity we must exploit,” Doug Ackerman, executive director, told attendees of the Florida Citrus Commission meeting, June 12, in Bonita Springs.

Commissioners heard a proposal from the department’s advertising agency, BBDO Atlanta, about a new commercial that builds on the concept of its long-running “status meeting” campaign but is more relevant to this younger target market.

But Tom Mitchell, vice president of Riverfront Packing Co. LLC, Vero Beach, says he wonders whether the commission and department would reap these large benefits from younger consumers based on their different allegiances.

“My concern in looking at future loyalists is they’re probably the least loyal,” he said. “I think it’s kind of the ‘what have you done for me lately attitude.’

“The lack of loyalty is there. It’s like with anything. Look at job turn-over compared with what it was 30 years ago.”

A new generation of OJ consumers

The current target orange juice market, which is aging, represents lifetime consumption of 42 gallons, Ackerman says. That compares to a potential lifetime consumption of 145 gallons for the future loyalists.

The traditional orange juice consumer drinks the beverage at breakfast, but the newer generation drinks it any time of the day.

Mtichell, a millennial himself, says his children, ages 6 and 9, are even more representative of that new sentiment.

“It’s not a breakfast drink. It’s an any-time-of-the-day drink,” he says.

Younger consumers also receive marketing messages by different means than baby boomers, relying much more on digital and social media than print.

As a result, BBDO Atlanta proposed 15- and 30-second commercials that could run on television but also could run as videos on social media and other digital outlets.

Coffee, tea or OJ?

The ad portrays a busy flight attendant who visualizes all of the challenges she’ll face during her day, says Peter Bunarek, group account director. The overall message is that orange juice is healthful, provides natural energy, is portable and is good any time of day.

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