From Glut to Gold!
How a Bold Idea gave birth to a Billion-Dollar Brand.
As entrepreneurs or business leaders, many of us are often faced with problems which challenge us to question our tactics and strategies. So we are forced to go back to the drawing board to analyze each and every aspect of business - whether it’s production, manufacturing, people or marketing.
Perhaps the same must have happened in California county way back in the early nineties, and the story of which still inspires many of our own generation.
So, let me take you back to California…
A Problem of Glut!
During the early nineties - 1907 to be exact - the Californian orange farmers grew way too many oranges, thanks to a bumper crop that yielded a surplus! So, instead of being drenched in sunshine, the city was drowned in a sea of oranges.
The farmers kept staring at heaps of fruit piling up... which they couldn't sell! Even when they tried to sell these oranges at a loss, people weren't buying enough In some cases they were literally cutting down trees in order to limit supply.
Prices plummeted, despair set in, and the golden fruit, once a symbol of prosperity of California, threatened to turn bitter.
The California Fruit Growers Exchange (CFGE), a consortium of desperate farmers, concluded they needed a miracle to glide them out of the new unfavorable reality.
Interestingly, around the same time, a 28 year old Chicago advertising whizkid was also making bold news. He was known for his nose for opportunity, a knack for storytelling and his mixed reputation for unorthodox methods. The advertising industry in some ways vouched for his innovative and pioneering advertising techniques, which always seemed to work.
At that time this whizkid was working for Lord & Thomas (now known as FCB Global). So the CFGE thought of turning to him for help.
His name was Albert Lasker.
Once on board, the very first thing Lasker did was to rename CFGE into one that conjured sun-kissed Californian sunshine, goodness and the sweet flavor of the oranges. This move instantly set them apart from the generic oranges. What was this name? Wait till you reach the end!
Redefining a Problem…
Lasker soon realized that the name itself, was obviously not enough! He also needed a sustainable strategy.
He found that squeezing oranges for juice wasn't a very common practice in California. There, he saw an opportunity! Instead of finding ways to sell more oranges, he redefined the problem: It was a problem of changing habit, so that one consumed more oranges.
Therefore, he thought of promoting its juice!
As this simple yet novel thought evolved further, it finally took shape into an advertising campaign with an audacious slogan: “Drink an Orange.”
Healthy start to a day!
Next, he further supported his juice initiative, by challenging the established breakfast habit. He introduced and encouraged orange juice on the morning breakfast table. The ads touted the health benefits of orange juice and pitched it as the perfect way to start one’s day.
This was not just advertising; it was a revolution!
Because Lasker's ads acted like health sermons, extolling the virtues of vitamin C and invigorating zest with a morning orange juice.
He partnered with restaurants for free orange juice giveaways, turning breakfast tables into mini-billboards. He even invented and promoted a manual juice extractor, and making the home-squeezed experience easier than ever, even at home.
The impact was electric!
Before the campaign, an average American consumed just half an orange per serving. The campaign skyrocketed this number to 2+ oranges – a staggering 400% increase! Orange juice became a household breakfast staple, and orange juice became the sunshine in a glass.
Selling California’s Golden Sunshine
Lasker’s genius wasn't just in creating demand; it was also in shaping perception. Over time, his campaign evolved into one that didn't just sell oranges; it sold Californian sunshine, health, and a vibrant lifestyle.
His iconic ads featured sun-drenched groves and happy families, and cemented the image of orange as more than just a fruit…
It was a feeling, an aspiration.
The brand Lasker created was SUNKIST!
As a brand Sunkist continued to innovate, launching new products like frozen orange juice concentrate and expanding beyond oranges. It included other citrus fruits too. It championed sustainability, fair trade practices, and community involvement, solidifying its place as a brand with a conscience.
Today, Sunkist is a multi-million dollar global brand… a testament to Lasker's vision and the power of storytelling.
___________________________________________________________________
For more bytes of one%inspiration like this, follow Shantanu Sengupta.