NEW OJ AD OFFERS MORE YOUTH APPEAL

By Published on .

In an effort to put some energy back into the orange-juice category, the Florida Department of Citrus has unveiled a new TV commercial aimed at a younger audience.

In the spot, created by Saatchi & Saatchi Advertising, New York, a twentysomething man is reading a newspaper and drinking orange juice at a kitchen table. He hears a fly buzzing around him and kills it by slamming his paper down on the table.

Just before he does that, the fly sucks up some spilled OJ. After the man smiles at his apparently successful extermination, the fly bursts through the newspaper and flies out the window.

A voice-over concludes: "100% pure Florida orange juice. Pure energy. Are you drinking enough?"

While media spending wasn't disclosed, the department spent $20 million on advertising in 1994, according to Beverage Marketing Corp.

Total OJ sales volume increased only 0.3% in the past 12 months to 786 million gallons according to A.C. Nielsen supermarket data.

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