CLEARWATER, Fla. \u2013\u00a0Amid concerns of citrus greening and changing consumer behaviors, keeping 100% Florida Orange Juice relevant required a change in strategy.<\/p>\n\n\n\n
\u201cWe asked ourselves, \u2018What makes your product different than everyone else\u2019s?’\u201d said Florida Department of Citrus Executive Director Doug Ackerman, speaking to an audience at the International Citrus Beverage Conference<\/a> in Clearwater, Fla. Thursday morning.<\/p>\n\n\n\n The answer: \u201cThere\u2019s Amazing Inside.\u201d<\/p>\n\n\n\n The FDOC developed the new \u201cAmazing Inside\u201d campaign, which debuted in June, to highlight the nutritional benefits and great taste of Florida Orange Juice. The campaign included an overhaul of the Florida Citrus brand, keeping the sunshine tree but giving it a modern touch.<\/p>\n\n\n\n \u201cWe wanted to take that symbol and rejuvenate it for the next generation of loyal consumers,\u201d Ackerman said. From there, the FDOC consolidated the brand across all Florida Citrus products to create a cohesive look and feel missing from more recent campaigns.<\/p>\n\n\n\n In retail, the FDOC began looking at new ways to position Florida Orange Juice to consumers, from marinades to cocktails.\u00a0And some unexpected brands want in on the action, Ackerman said.<\/p>\n\n\n\n \u201cEveryone talks about how OJ is down, but it\u2019s still the number one juice,\u201d Ackerman said. \u201cPeople want to partner with us.\u201d<\/p>\n\n\n\n Another new way to reach consumers: a Marvel redesign of Captain Citrus<\/a>.<\/p>\n\n\n\n From rotund talking Orange to a muscular and mysteriously-powered super hero, Captain Citrus is now no longer a Florida-only asset.\u00a0Schools across the country will receive a copy of the first Captain Citrus comic<\/a> and an educational teacher\u2019s guide to help spread messages of nutrition and the importance of making smart choices.<\/p>\n\n\n\n \u201cWe took the people who make superheroes for a living, and we capitalized on their expertise,\u201d Ackerman said.<\/p>\n\n\n\n