The Story of Marvel's New Branded Superhero, Captain Citrus

How Florida's Department of Citrus got its own crusader

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The Florida Department of Citrus (FDOC) needed a hero. With a rampant disease called greening hurting the production of oranges, declining sales and rising prices, times haven't been easy.

Enter Marvel; the comic giant has given the FDOC's hokey mascot, Captain Citrus, a head-to-toe makeover. Will it be enough to make a difference? Adweek spoke with FDOC spokesman David Steele to find out more. 

How did the collaboration with Marvel come about?

The idea to redesign our existing Captain Citrus program came up during a conversation our team had with Marvel earlier this year, out in [Los Angeles].



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