Reigniting Brand Relevance for Orange Juice
As the Original Wellness Drink™, Florida Orange Juice has always been a versatile, natural way to support immunity, performance and heart health. The Florida Department of Citrus teamed up with Padilla to give this beloved beverage a little more juice.
Insight
The Florida Citrus industry is faced with unrelenting competition in the beverage category, supply issues from citrus greening disease and hurricanes, and the impacts of domestic and global economics.
We needed to boost value perceptions and increase willingness to purchase Florida Orange Juice by positioning it as a functional beverage that delivers the taste and health benefits consumers crave.
Idea
Our insights-driven creative campaign featured Florida Orange Juice in a fun, fresh and approachable way to engage “True Originals” and juice-lovers of all ages.
The fully integrated campaign included health-focused messaging throughout media relations, PR, paid media, social media, and a refreshed website.
Impact
The "True Originals" campaign drove $47.3 million in attributed sales and 3.7+ million units of Florida Orange Juice. The new creative is resonating with consumers across all platforms, with upticks in return on advertising spend and engagement.
Brand lift study results indicate that it is also positively impacting purchase intent and Florida Orange Juice perception measures.
Results
$47.3M
In attributed sales with a ROAS of 13.96x
5.6B
campaign impressions
2,000%
Initial increase in social media engagement YOY
Awards
Reach Out
We're excited to talk transformation and help you get where you need to be.
