In-Store Marketing for Orange Juice

Be on the lookout for a very friendly display that sounds like Tom Selleck, urging you to purchase Florida orange juice. The mustached celebrity's voice is slatted to be on in-store displays for Florida Department of Citrus, as the company shifts from heavy television marketing to in-store presence.

The Ledger reports, "a recorded message in the cooler from OJ spokesman Selleck will remind shoppers "Florida orange juice (is) healthy, pure and simple," Leigh Killeen, deputy executive director for marketing, told the commission. Side panels will reinforce that message.
And when shoppers open the clear plastic lid to get the refrigerated OJ product inside, the cooler will spritz an orange fragrance.

The department will roll out the cooler displays as a pilot program in Florida stores later this year, Executive Director Ken Keck said. If that proves successful, the talking, spritzing coolers will be available nationwide."

Selling OJ Focuses on Grocery Stores