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| 09-16-2010
Maybe the Florida Department of Citrus will hire a couch potato as its new OJ spokesperson.
BBDO Atlanta, the department's new advertising agency, has recommended a slight course change in OJ ads away from a strictly "health and wellness" message toward themes that OJ is a simple way to provide nutrition and energy.
The new campaign also reflects a change in the OJ campaign's target market, said Leigh Killeen, deputy executive director of marketing. It will target consumers as young as the early 30s and mostly male versus the current target market ages 35 and older and mostly female.
The proposed new ads also employ more humor than current ads, which feature images of OJ pouring from pitcher to glass with actor Tom Selleck touting various health and nutrition benefits. The ads end with "Florida orange juice - healthy, pure and simple."
Selleck will not be the OJ spokesman because his voice style doesn't fit the lighter tone, Killeen said.
BBDO will test two broad themes with live and online consumer panels during the next month, she said. "Simple way" focuses on OJ as an easy provider of nutrition, and "sustainable energy" touts OJ as daily morning boost.
Both target the "It's just juice" segment of the audience, which views OJ as one of many alternative morning drinks, said Jeff Upshaw, BBDO's chief strategy officer. The agency's research shows that's the largest U.S. segment and the best opportunity for sales growth.
The just-juice segment is not so health-conscious but pays some attention to healthy food, Upshaw said.
Read the original article from The Ledger.