Florida’s Natural

FLORIDA'S NATURAL

THE AD WAS WORKING. THE PACKAGE WASN'T.

Florida's Natural had a terrific advertising campaign. In the memorable TV spot, a mom shopping for orange juice reached toward the supermarket shelf—and suddenly found herself reaching directly into a Florida orange grove, where a grower handed her a carton of Florida's Natural straight from the tree. The advertising was compelling. But sales remained flat. Our job was to find the disconnect.

THE PROBLEM WASN'T THE STORY. IT WAS THE SHELF.

Our research revealed something important. Consumers responded to the advertising, but when they reached the juice aisle, the bottles and cartons weren't connecting them back to the story they remembered. The emotional promise existed on television. It disappeared at the shelf. We needed to connect the two.

WE CREATED “THE HANDOFF.”

We took the most memorable moment from the advertising—the Florida grower's gloved hand passing the carton directly to the shopper—and transformed it into a distinctive brand icon. The Handoff. Then I integrated that image directly into Florida's Natural bottles and cartons. Suddenly, the package completed the story. TV created the memory. The package triggered it at the moment of purchase. The grower-to-consumer promise wasn't confined to advertising anymore. It became part of the physical brand shoppers encountered every time they reached for Florida's Natural.

FROM STORYTELLING TO SHELF SALES

“The Handoff” unified advertising and packaging around one simple idea: Florida's Natural comes from Florida growers—and they're handing it directly to you. Instead of treating advertising and packaging as separate creative assignments, we turned them into one continuous brand experience. From the orange grove. To television. To the shelf. To the shopper's hand.

THE RESULT - 8.1% MARKET SHARE - RECORD BRAND SHARE - CATEGORY LEADERSHIP IN AIRPORT RETAIL NATIONWIDE

By connecting the advertising consumers remembered with the package they actually purchased, Florida's Natural translated brand recognition into stronger shelf performance. We didn't need a new advertising idea. We needed to make the package finish the story the advertising had started. Sometimes the best media buy is the package.