Florida’s Natural is a farmer’s agricultural cooperative that built themselves from a small group of farms in 1933 into a global powerhouse in the citrus business.

You’ll recall their highly memorable TV spot, the image of a shopping mom reaching through the retail shelf into an orange grove where a friendly-gloved farmer passes the product directly from the orange grove into her hands.

But research showed that customers were not associating the TV spot with the product package on shelf. While everyone knew of the famous TV spot, no one realized that this spot was connected to our package. The magic of the TV spot was disconnected at the point of sale.

Once we had identified the problem, the solution was self evident, and we created a visual icon of the famous farmer/customer hand-off that was placed front and center on all our new products that would visually connected the dots for our customers from the TV spot to the package on shelf.

The results were astounding. We grabbed an 18.1% market share in the ready-to-drink not-from-concentrate category – the largest market share gain in the firm’s history, and Florida’s Natural NFC became the best selling chilled juice in airports across the nation.

The brand was 99% there before we started work, but that 1% difference we added by identifying the problem and adjusting the packaging to connect the brand to the iconic TV spots added dramatically to the firm's’ bottom line.