Case Study: Florida Department of Citrus reignites orange juice brand relevance with Padilla

Florida Department of Citrus drives $47.3M in attributed sales with Padilla

The Florida Department of Citrus faced significant challenges, including intense beverage competition, supply issues from disease and hurricanes, and economic pressures. To combat this, they partnered with the marketing firm Padilla to boost the value perception and purchase willingness of Florida Orange Juice by repositioning it as a functional wellness drink.

Padilla developed the "True Originals" integrated campaign, which utilized health-focused messaging across PR, paid media, social media, and a refreshed website. This solution drove tremendous results, including $47.3 million in attributed sales and over 5.6 billion campaign impressions. The campaign also significantly boosted social engagement and positively impacted purchase intent, demonstrating Padilla's successful strategy.

Florida Department of Citrus