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Orange Juice Ads Fare Poorly.
By Kevin Bouffard, The Ledger, Lakeland, Fla. Knight Ridder/Tribune Business News
Feb. 17--LAKELAND, Fla. -- The Florida Department of Citrus advertising campaign stressing the health benefits of orange juice got the kind of report card one usually hides from the parents.
At the same time, consumer panels in New York and Cincinnati shot down a proposed advertising campaign taking a "gentle swipe" at bottled water products, which are challenging orange juice for a place on America's breakfast table.
The discouraging reports came at Wednesday's meeting of the Florida Citrus Commission, the department's governing body.
"Two facts are inescapable: The number of people who recall our ads is not as good as it has been, and those people who do recall our ads are not buying orange juice," said commission Chairman Andy Taylor, the chief financial officer at Peace River Citrus Products Inc., a Vero Beach-based …
