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New OJ Campaign Targets Non-Loyalists

Marketing executives at the Florida Department of Citrus today face the agency's greatest challenge: reversing a 10-year decline in U.S. orange juice sales in an increasingly competitive and fragmented beverage market. The goal: targeting a broad audience of 190 million U.S. adults called "non-loyalists," about 80% of the adult population, said Leigh Killeen, deputy executive director of marketing.

"Non-loyalists" like OJ but don't drink much of it. The Citrus Department will spend $42 million on orange juice marketing, or 74% of its 2011-12 budget of $56.7 million. The biggest single expense, $11 million, will go to purchasing television commercial time, and it also will spend $3.1 million on in-store marketing, $1.3 million on public relations programs and $1.2 on Internet marketing. BBDO, Atlanta handles the account.

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Read the whole story at The [Lakeland, Fla.] Ledger »

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