OJ’s NARRATIVESTORIES + BRANDS + ADS

Product packaging is clean and modern, but the narrative is still the same:

Healthy 100% natural American breakfast ritual

OJ’S NARRATIVE

INSIGHT: People have heard this conversation. They’ve heard it for 60 years. How can we curate a new conversation around OJ?

GOT MILK?

1CASE STUDY For years, people didn’t that know milk was healthy. In 1993, a new conversation was fostered around milk: Got Milk? Through iconic ads – of celebrities and their milk mustaches – milk became cool and essential.

SOLUTION

Energy drinks, soft drinks and bottled water grabbed milk’s market share

Position milk as a need. Without milk you’re lacking key nutrients – essential to a healthy diet

PROBLEM

INSIGHT Milk gave their dialogue depth and dimension by including new demographics into their conversation

EXECUTION Ads of icons with milk mustaches

Differences

Both are essential to the American diet

No one knew milk was healthy; everyone knows OJ is healthy

Similarities

Take Away Reinvent the conversation and include other demographics in the dialogue

OJ + MILK

FABRIC OF OUR LIVES

2CASE STUDY Cotton was forgotten in America. The Fabric of Our Lives reminded Americans that 100% cotton is still America’s favorite fabric. It rekindled America’s connection to cotton.

SOLUTION

Cotton got expensive – due to floods in Pakistan and export bans

Remind people that 100% cotton is quintessentially American. Remind people of something they already loved.

PROBLEM

INSIGHT Encouraging people to share their cotton experiences creates a more intimate conversation

EXECUTION Celebrities sharing their favorite cotton pieces via YouTube videos; user generated content

Differences

Both rooted in American nostalgiaBoth are targeting Millennials Both are 100% pure

Cotton reinvested in their narrative; OJ didn’t

Similarities

Take Away Cotton turned its consumers into evangelists

OJ + COTTON

THE OTHER WHITE MEAT

3CASE STUDY Pork had a bad reputation for being unhealthy. The Other White Meat positioned pork as a tasty, versatile meat, appropriate for any meal.

SOLUTION

Pork had a bad reputation for being a fatty food

Demonstrate pork’s versatility and nutritional benefits

PROBLEM

INSIGHT Pork grew multiple touch points; bacon for breakfast; pulled pork for lunch; pork ribs for dinner

EXECUTION Savoring recipes showing consumers on how to cook pork

Differences

Both were mature products in the marketplace

Pork became fresh by insisting on its versatility

Similarities

Take Away Create versatility and options on product use

OJ + PORK

HOW DOES OJ GET A NEW NARRATIVE? COOL + CONSUMERS + AGNOSTIC

NATASHAART BUYER, 26

self-expressive liberal confident upbeat me-centered entrepreneurial impatient

myOJ a million ways

Ads of cool hipsters and icons musing over how they drink their OJ. Print ads will inspire Millennials to create and share their OJ sentiments via a social media. myOJ.com will foster and curate the conversation.

myOJ a million ways

oj +____cigarettes

oj +__me

oj + __ vodka

oj +__yoga

.commyOJ

APPENDIX

BRIEF

CONSUMER INSIGHTS

Some Millennial claims they don’t buy OJ because it’s expensive.” But Millennials buy other expensive drinks. Price is an artificial barrier.

Why are expensive drinks – like FIJI water or Red Bull – cool and relevant?

Sometimes, rather than creating a new conversation, it’s wiser to tap into a conversation that’s already happening

OJ BRANDS

OJ’s been having the same conversation for 60 years, but each brand has a different dialect

Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand.

Minute Maid

Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand.

Simply Orange

Simply Orange emphasizes its freshness and simplicity. The

brand feels like a hybrid between Minute Maid and Florida’s

Natural.

Simply Orange

Minute Maid’s aesthetic and tone is fun and youthful. Their product packaging is sporty and modern, making it the “coolest” OJ brand.

Florida’s Natural Florida’s Natural has a history and heritage rooted in Florida's orange groves. The brand

cares about sustainability and the conservation of our environment and ecosystem.

Florida’s Natural

Tropicana’s brand is rooted in a purity and naturalness. The brand appeals to moms and their kids – as Tropicana offers “100% pure and natural orange juice.”

SOLUTION

People had energy deficiencies throughout the day

Position Red Bull as a drink that enhances performance

PROBLEM

INSIGHT Show how a product can solve a real problem in a person’s life

TAKE AWAYPrint ads. Experiential marketing: Red Bull girls in mini coopers driving around college campuses, evangelizing. Tactile and tactical execution.

CS4

Differences

Both are targeting Millennials

Red Bull inserted itself in people’s lives

Similarities

Take Away Red Bull created moments when Millennials needed energy. EG: two hours before a final or long lecture

OJ + RED BULL

AVOCADOS

SOLUTION

Avocados are fatty and have a higher price point than other vegetables/fruits

Reposition it as a local product that delivers “healthy” fat.

PROBLEM

INSIGHT Differentiate between fats: good fat, bad fatLatched on to the healthy fat fadJoin an existing conversation with a point of view

TAKE AWAY How can OJ join an existing conversation?

CS5

SOLUTION

Kids have trouble peeling oranges, and oranges are being replaced by on-the-go snacks.

Offer kids “baby” oranges that are small, light and nimble

PROBLEM

INSIGHT

TAKE AWAY Create problem/solution narratives that are unique to a demographic

CS6

Problem/solution narratives don’t have to be complex

Differences

Both products are getting lost in a sea of competing products

Cuties have a niche demographic that differentiates them from other produces; OJ doesn’t

Similarities

Take Away Cuties expanded their business vertically, by only targeting kids`

OJ + CUTIES

MILLENNIALS

MILLENNIAL COMMENTSLauren, 25 – I drink OJ when I’m sick.

Marteki, 22 – I always drink OJ at iHop.

Joel, 25 – I don’t drink OJ at dinner because OJ isn’t a dinner drink.

Sam, 25 – I love OJ, but it’s expensive, so I don’t drink it as much.

Susie, 24 –Milk > OJ

Lauren, 20 – OJ + waffles. Feels healthy.

Nick, 21 – Used to drink OJ, but coffee replaced it as my morning drink

Katherine, 20 – Associate OJ with the holidays. Mid-morning brunch.

Candice, 21 – Screwdrivers. All summer long.

ADS

THANK YOU.