CHALLENGE
Fresh from a successful launch in the northeast U.S., The Minute Maid Company sought to launch Simply Orange, a not-from-concentrate orange juice, into the Florida market. Positioned to be a premium player in the chilled orange juice category, Simply Orange juice offered a taste experience comparable to fresh-squeezed orange juice, in a uniquely simple and clear carafe that sealed in freshness and taste.
Known primarily for their frozen concentrate product, Minute Maid wanted to change the consumer mind about Minute Maid using Simply Orange as a ready to serve fresh option in the marketplace. In Florida, especially, the challenge was foremost since Tropicana had a solid long-term foothold in the Sunshine State and is even based in Florida.
The Conroy Martinez Group had particularly relevant experience in product launches to the general consumer.
STRATEGY
In doing the research, The Conroy Martinez Group discovered that the launch month of March was also National Nutrition Month. They contacted the Florida Dietetic Association and convinced them to utilize Simple Orange Juice in their sampling throughout the state from Jacksonville to Tampa and Orlando and cities in between. They even sampled SOJ in the state capitol in Tallahassee. Then they contacted the Guinness Book of World Records to enter the world’s largest Bowl of Oranges competition in that category. The agency planned an onsite health fair in conjunction with the world’s largest bowl of oranges event. The press loved the story and carried it throughout Florida and beyond, in 62 media markets. After the event, the firm also secured press for the donation of the bowl’s 40,000 oranges to various food banks around Miami.
This truly integrated Marketing and Public Relations Campaign was able to reach an overwhelming number of Floridians interested in trying the new fresh tasting orange juice in a carafe.
RESULTS
Within weeks of the product introduction, Simply Orange became a strong competitor in the fresh orange juice category, earning strong market share taken from other competitors in the category. Grocery stores could not keep the product on their shelves throughout the state.
Features in both print and 62 broadcast television markets made this one of the most successful new product launches for the company. By creating an integrated Public Relations and Marketing campaign, The Conroy Martinez Group’s launch carved a significant niche in the fresh orange juice category for the Minute Maid Company. The Miami PR firm prides itself on conducting successful consumer product launches both in the state ond nationally.