After an 18-month hiatus, Sunkist Growers returns to broadcast advertising with a 30-second TV spot via FCB Worldwide.
The ad, which broke late last month and will air through April during daytime and some prime-time programming, is Sunkist's first since incumbent FCB, Los Angeles, retained the account last summer following a six-month review [Adweek, Aug. 30].
Targeting female heads of households, the commercial is set in a classroom where a young student is trying to peel and eat an orange on the sly. Fellow students vie for a piece of the action as the teacher gets suspicious. In the end, the students squeal with glee as the stern-looking woman smiles to reveal an orange peel in her mouth. The spot closes with the tagline, "Can't resist a Sunkist orange."
"The brand has always stood for enjoyment and an almost classic Americana feel," said FCB account director Russell Griffin. "We didn't want to change that perception, just update it and make it more current."
Sherman Oaks, Calif.-based Sunkist--a cooperative of 6,500 citrus growers--virtually eliminated ad spending in 1999 following a devastating winter freeze in central California. The company then put its $7-8 million account in review before deciding to stick with FCB, with which it has had a relationship since 1908.
The commercial is airing in 29 markets covering about 37 percent of the nation's households. An outdoor execution uses the same tagline.
Sunkist owner/growers are enjoying a "fantastic crop" this year, and as a result the media buy is likely to increase, said Griffin.
Follow-up spots are in the works. "The success of this spot was a pleasant surprise, so we're altering course a bit to hold up to this gold standard," Griffin said. K