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New campaign for Florida OJ starts in July

Orlando Sentinel – June 29, 2009

The Florida Department of Citrus will debut a new TV commercial next month touting the advantages of drinking a daily glass of orange juice.

The commercial, in 15- and 30-second versions, will appear on broadcast and cable television stations across the country.

“The creative concept builds on the existing orange-juice campaign,” said Leigh Killeen, the agency’s director of domestic marketing. “This is the fifth version of the ‘pour’ campaign, with different iterations of a pour. The overriding message is orange juice is a simple way to get what you need everyday — almost 25 percent of your vitamins and minerals.”

The campaign, which will cost $15.7 million for exposure both on television and online, was paid for by a tax on Florida citrus growers.

Actor Tom Selleck narrates the new commercial.

Florida is the major producer of orange juice in the country; 80 percent of all the OJ sold in the Untied States comes from Florida-grown oranges, Killeen said.

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