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Will Captain Citrus Save the Day for Orange Growers?
By: Cindy Wendland
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The orange juice industry is hurting. Their sales are at a 16-year low. The Florida Department of Citrus paid $1 million to Marvel to redesign Captain Citrus with the hopes of spurring growth. Redesigning the raisin mascots worked for the raisin industry, and orange growers are hoping it will work for them too.

A four-ounce serving of orange juice has 54 calories and 100% of your RDA of vitamin C. That seems like an easy way to get your vitamin C for the day, but fewer people are eating breakfast at home and drinking orange juice with their breakfast. If you drive through Starbucks, you could get your orange juice there if you want to order two drinks for yourself. “I’ll take a tall white chocolate mocha espresso, non-fat, with whip and give me a Valencia orange Refresher too." That doesn’t usually happen. If you did order the Valencia Orange Refresher, it has 90 calories and 110% of your daily vitamin C. It also has about 50mg of caffeine, which is not naturally occurring in orange juice.

As a general tool, mascots as a marketing tool will increase your sales. Their goals are to help consumers connect with the product, trigger a desire to buy the product, and provide exposure. Captain Citrus will need to connect with the public and convince them they need to drink more OJ. It’s possible, but it needs something contemporary and creative and some new partnerships.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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