THE STRATEGY

The team was looking for a new brand campaign that would cut through clutter and position them competitively against their Coke & Pepsi produced rivals - Simply Orange and Tropicana respectively. Not wanting to sully the brand campaign with hard punching competitive claims, we created two campaigns; one that kept the Florida’s Natural brand above the fray and one, a series of cheeky 15’s, that went head to head with the big boys.