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MY OJ

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A case study on how Florida Department of Citrus can reposition orange juice as a cool, agonistic drink.

A case study on how Florida Department of Citrus can reposition orange juice as a cool, agonistic drink.

Published in: Business, Self Improvement

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  • Sammy drinking OJ | American ideals of the family unit
  • We think about sitting around the table for a big breakfast – pancake, eggs, bacon, and toast
  • We think about sitting down on Saturday morning for a big breakfast – pancake, eggs, bacon, and toast
  • 100% natural
  • Product packaging that clean and modern
  • Emphasize 60 years
  • Frankie Munez
  • David Beckham
  • Name
  • Milk helps you sleep
  • Added dimension to the conversation by addressing a niche demographic: Latinos – X million of them in America
  • Bacon for breakfast; pulled pork for lunch; pork ribs for dinner
  • Just like a fashion designer will take a classic piece – like a little black dress or navy blazer – and make it modern and fresh; that’s what we want to do to OJ
  • This is Kevin. He’s a photographer from Philly – and he likes his cigarettes with OJ. It’s provacative.
  • Pharrell and his OJ
  • Anahndi drinks her OJ with vodka
  • Katya
  • Digital dialogue –real time, organic, and ephemeral
  • What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
  • What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
  • Different dialects, but it’s the same conversation: Minute Maid – Simply Orange – Tropicana –
  • Embedded YouTube videos that validate our observations
  • Don’t have to stop eating something bad; just add a little acavado – so it’s healthier; OJ
  • Used tactical
  • What people say and what people do aren’t always the same. People say they don’t buy OJ because it’s expensive; we believe that’s an artificial excuse; we don’t believe the price point is a barrier Fiji water - $4; Starbucks coffee - $5; Polo shirt from Ralph Lauren - $85
  • Transcript

    • 1. OJ’s NARRATIVE STORIES + BRANDS + ADS
    • 2. Product packaging is clean and modern, but the narrative is still the same: Healthy 100% natural American breakfast ritual OJ’S NARRATIVE INSIGHT: People have heard this conversation. They’ve heard it for 60 years. How can we curate a new conversation around OJ?
    • 3. GOT MILK?
    • 4. 1CASE STUDY For years, people didn’t that know milk was healthy. In 1993, a new conversation was fostered around milk: Got Milk? Through iconic ads – of celebrities and their milk mustaches – milk became cool and essential.
    • 5. SOLUTION Energy drinks, soft drinks and bottled water grabbed milk’s market share Position milk as a need. Without milk you’re lacking key nutrients – essential to a healthy diet PROBLEM INSIGHT Milk gave their dialogue depth and dimension by including new demographics into their conversation EXECUTION Ads of icons with milk mustaches
    • 6. Differences Both are essential to the American diet No one knew milk was healthy; everyone knows OJ is healthy Similarities Take Away Reinvent the conversation and include other demographics in the dialogue OJ + MILK
    • 7. FABRIC OFOUR LIVES
    • 8. 2CASE STUDY Cotton was forgotten in America. The Fabric of Our Lives reminded Americans that 100% cotton is still America’s favorite fabric. It rekindled America’s connection to cotton.
    • 9. SOLUTION Cotton got expensive – due to floods in Pakistan and export bans Remind people that 100% cotton is quintessentially American. Remind people of something they already loved. PROBLEM INSIGHT Encouraging people to share their cotton experiences creates a more intimate conversation EXECUTION Celebrities sharing their favorite cotton pieces via YouTube videos; user generated content
    • 10. Differences Both rooted in American nostalgia Both are targeting Millennials Both are 100% pure Cotton reinvested in their narrative; OJ didn’t Similarities Take Away Cotton turned its consumers into evangelists OJ + COTTON
    • 11. THE OTHER WHITE MEAT
    • 12. 3CASE STUDY Pork had a bad reputation for being unhealthy. The Other White Meat positioned pork as a tasty, versatile meat, appropriate for any meal.
    • 13. SOLUTION Pork had a bad reputation for being a fatty food Demonstrate pork’s versatility and nutritional benefits PROBLEM INSIGHT Pork grew multiple touch points; bacon for breakfast; pulled pork for lunch; pork ribs for dinner EXECUTION Savoring recipes showing consumers on how to cook pork
    • 14. Differences Both were mature products in the marketplace Pork became fresh by insisting on its versatility Similarities Take Away Create versatility and options on product use OJ + PORK
    • 15. HOW DOES OJ GET A NEW NARRATIVE? COOL + CONSUMERS + AGNOSTIC
    • 16. NATASHA ART BUYER, 26 self-expressive liberal confident upbeat me-centered entrepreneurial impatient
    • 17. myOJ a million ways
    • 18. Ads of cool hipsters and icons musing over how they drink their OJ. Print ads will inspire Millennials to create and share their OJ sentiments via a social media. myOJ.com will foster and curate the conversation. myOJa million ways
    • 19. oj +____cigarettes
    • 20. oj +__me
    • 21. oj+__vodka
    • 22. oj +__yoga
    • 23. .commyOJ
    • 24. APPENDIX
    • 25. BRIEF
    • 26. CONSUMER INSIGHTS Some Millennial claims they don’t buy OJ because it’s expensive.” But Millennials buy other expensive drinks. Price is an artificial barrier. Why are expensive drinks – like FIJI water or Red Bull – cool and relevant? Sometimes, rather than creating a new conversation, it’s wiser to tap into a conversation that’s already happening
    • 27. OJ BRANDS OJ’s been having the same conversation for 60 years, but each brand has a different dialect
    • 28. Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand. Minute Maid
    • 29. Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand. Simply Orange Simply Orange emphasizes its freshness and simplicity. The brand feels like a hybrid between Minute Maid and Florida’s Natural. Simply Orange
    • 30. Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand. Florida’s Natural Florida’s Natural has a history and heritage rooted in Florida's orange groves. The brand cares about sustainability and the conservation of our environment and ecosystem. Florida’s Natural
    • 31. Tropicana’s brand is rooted in a purity and naturalness. The brand appeals to moms and their kids – as Tropicana offers “100% pure and natural orange juice.”
    • 32. SOLUTION People had energy deficiencies throughout the day Position Red Bull as a drink that enhances performance PROBLEM INSIGHT Show how a product can solve a real problem in a person’s life TAKE AWAY Print ads. Experiential marketing: Red Bull girls in mini coopers driving around college campuses, evangelizing. Tactile and tactical execution. CS4
    • 33. Differences Both are targeting Millennials Red Bull inserted itself in people’s lives Similarities Take Away Red Bull created moments when Millennials needed energy. EG: two hours before a final or long lecture OJ + RED BULL
    • 34. AVOCADOS
    • 35. SOLUTION Avocados are fatty and have a higher price point than other vegetables/fruits Reposition it as a local product that delivers “healthy” fat. PROBLEM INSIGHT Differentiate between fats: good fat, bad fat Latched on to the healthy fat fad Join an existing conversation with a point of view TAKE AWAY How can OJ join an existing conversation? CS5
    • 36. SOLUTION Kids have trouble peeling oranges, and oranges are being replaced by on-the-go snacks. Offer kids “baby” oranges that are small, light and nimble PROBLEM INSIGHT TAKE AWAY Create problem/solution narratives that are unique to a demographic CS6 Problem/solution narratives don’t have to be complex
    • 37. Differences Both products are getting lost in a sea of competing products Cuties have a niche demographic that differentiates them from other produces; OJ doesn’t Similarities Take Away Cuties expanded their business vertically, by only targeting kids` OJ + CUTIES
    • 38. MILLENNIALS
    • 39. MILLENNIAL COMMENTS Lauren, 25 – I drink OJ when I’m sick. Marteki, 22 – I always drink OJ at iHop. Joel, 25 – I don’t drink OJ at dinner because OJ isn’t a dinner drink. Sam, 25 – I love OJ, but it’s expensive, so I don’t drink it as much. Susie, 24 –Milk > OJ Lauren, 20 – OJ + waffles. Feels healthy. Nick, 21 – Used to drink OJ, but coffee replaced it as my morning drink Katherine, 20 – Associate OJ with the holidays. Mid-morning brunch. Candice, 21 – Screwdrivers. All summer long.
    • 40. ADS
    • 41. THANK YOU.