As the world approaches five years since the onset of the COVID-19 pandemic, Florida Orange Juice reflects on its timely tagline “The Original Wellness Drink,” launched in early January 2020. Steve Johnson, Chairman of the Florida Citrus Commission, attributes this slogan to both providence and strategic marketing efforts by their Global Marketing Department in 2019.
Johnson highlights that this tagline effectively encapsulates Florida Orange Juice’s history as a nutritious beverage integral to a healthy diet. Over recent years, there has been a noticeable consumer shift towards functional beverages that offer health benefits—a category where Florida Orange Juice has long held a presence.
Recently, new commercials for Florida Orange Juice began airing nationwide across major streaming services, online platforms, and social media. These ads are strategically targeted at modern juice consumers through advanced algorithms.
Johnson emphasizes the importance of keeping stakeholders informed about efforts to boost demand for America’s favorite juice while the citrus industry works on recovery and growth. He notes that loyal fans might not encounter these commercials due to targeted advertising strategies but invites them to preview these ads at the upcoming Florida Citrus Commission Meeting on March 26.
Steve Johnson serves as Chairman of the Florida Citrus Commission and is also owner and general manager of Johnson Harvesting, Inc., located in Wauchula, FL.
