Case Study for Agency
03-1015030-102

Florida’s Natural

Background
For over 50 years, consumers had to choose between either frozen or
reconstituted orange juice for their breakfast table. While it was
possible for bigger juice companies to produce a fresher,
ready-to-serve juice that was "not-from-concentrate," technology made
the processing expensive.

During that year, a little known grower’s cooperative in Lake Wales,
Florida -- Citrus World Inc. -- saw an opportunity. Utilizing new
technology, Citrus World realized they could efficiently produce the
kind of chilled not-from-concentrate juice consumers preferred. We were
asked to help launch this product into a heavily entrenched market with
price-sensitive consumers. A market where overall juice consumption was
declining and a market with increased competition. Along with
Tropicana, Minute Maid had also entered the not-from-concentrate
category.

Insight
We decided to leverage the fact that Florida’s Natural orange juice was
made by a small co-op of growers who take pride in their work because
they actually own the land, the trees, and the company. The big juice
companies wouldn’t know an orange tree from a rose bush. Citrus World
wasn’t an orange juice factory; just a group of owners who take intense
pride in the one and only product they make: orange juice.

The Work
The advertising made real for the audience the folksy, hard-working,
honest image of our client’s orange growers. National television was
chosen as the most efficient vehicle to reach the target consumer, and
three "Fresh Start" direct mailings were sent to a list of current and
competitive users.

Results
Since 1987, sales have exploded to nearly 16 million cases. Florida’s
Natural quickly passed Minute Maid and is now the 2 brand in the
category, despite being out-spent nearly four to one by Tropicana. As a
result of inroads that Florida’s Natural made, Minute Maid abandoned
the not-from-concentrate segment.