Florida’s Natural

The Ad Was Working. The Package Wasn't.

Florida's Natural had award-winning advertising and flat shelf sales. The disconnect was the package — shoppers couldn't make the connection between the campaign they loved and the product in front of them.

I integrated the advertising's iconic grower-to-consumer "hand-off" moment directly into the package design, creating a unified brand experience from TV to shelf. Recognition improved, the gap closed, and market share climbed to a record 18.1% — along with category leadership in airport retail nationwide.

Sometimes the best media buy is the package.