marketing program

Florida OJ Marketing Program Outlined

Daniel CooperFlorida Department of Citrus, Marketing, Orange Juice

The Florida Department of Citrus’ (FDOC) 2024–25 orange juice (OJ) marketing program will be anchored by a refresh of the current Original Wellness Drink concept. The campaign — The True Original — will salute “originals” and encourage consumers to drink more Florida OJ. Learn here what the FDOC and its advertising agency mean by “originals.”

marketing program

The program will kick off later this fall with an immunity holiday campaign. This will be followed by a heart health campaign in February and a performance campaign in late spring. There will also be ongoing activations across performance marketing, e-commerce, social media, earned media, reputation management and other platforms.

FDOC has refined the OJ target audience to focus on modern juice consumers who show the greatest intent to start buying and drinking more Florida OJ. The marketing program will reach consumers and health professionals across the United States.

The Florida Citrus Commission, the FDOC’s governing board, approved the marketing plan on Sept. 25 during a meeting shortened by the approach of Hurricane Helene.

Source: Padilla (FDOC’s advertising agency)

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