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The Lakeland Ledger reports that the Florida Department of Citrus is considering a new advertising campaign that will actually “take a swipe” at another popular beverage choice: water.

Apparently the department’s research shows that more and more people who are dieting are replacing a morning glass of orange juice with some sort of water.

Last year, the department tested advertising that criticized the low-carb diet craze, though it withdrew the ads after they drew a mixed response from consumers.

One new commercial being considered reportedly shows a man getting doused by a waterfall as he says, "Drinking lots of water is good, but all the water in the world won't give you the nutrition found in one glass of Florida orange juice. Orange juice not only replenishes the fluids your body needs, but it restores important vitamins, minerals and antioxidants you use each day."

Another ad attempts to draw a distinction between water and sports drinks, based on research showing that some consumers don’t really know the difference. It shows a spokesman in a laboratory reading the ingredients from a fictitious sports drink: "Water, high fructose corn syrup, inositol, pyridoxine, hydro-chloride, glucuronoolactone . . ." Then he picks up a glass of orange juice and says, "Ingredients: fresh air, rain, sunshine."

However, there remains a lot of focus group testing to be done before the ads get rolled out.
KC's View:
Oh, no! Not the dreaded glucuronoolactone!

With all the new nutritional regulations, we think there ought to be one basic rule: no food or beverage should have anything in it that most people can’t pronounce.

We know that there are political and economic considerations that need to be taken into account by the Florida folks, but we have to say that we’re amused by the timidity of the department’s approach. The story notes that the
results of the consumer testing and other research should be ready by March…and production would run into April. The ads would be ready for final commission approval in May and would air by the fall.”

Fall? That’s nine months away, which is like centuries in 2005 terms. You can’t be talking about a campaign in January that you’re thinking about maybe rolling out in October. Make a decision, produce the ads, and get them on the air next month.

If you’re losing ground, you can’t stand still…because if you’re standing still, you’re actually moving backwards.