State officials are shelling out about a million dollars to beef up one of its ad campaigns. Florida Citrus is turning to Marvel Comics to create a fit and healthier looking Captain Citrus.
Even though Captain Citrus isn’t a well-known superhero—like Marvel’s Spiderman and Wolverine, the Florida Department of Citrus’ cartoon character is going to get revamped by the comic book giant.
State officials want a Captain Citrus that’s more buff. Right now, he’s a rotund orange in a cape and yellow boots. Department of Citrus Spokesman Daniel Steele said his agency wants their cartoon to convey a healthier image.
“The idea of nutrition and fitness and making smart choices with your diet definitely factors in heavily with our strategy here with the new Captain Citrus,” he said.
Florida Citrus wants people to continue associating Orange Juice with healthy eating habits. Fruit juices and drinks with added sugar are getting a bad rap, but Steele says 100 percent Florida OJ doesn’t have any added sugar and should be considered healthy. Officials hope a trimmer and more visible Captain Citrus will help to effectively get that point across to younger generations.
Steele said Marvel’s ability to influence children is a big reason for the partnership.
“They have absolutely figured out how to reach consumers and build relationships with consumers over time,” he said. “So, some of their properties are legendary for connecting with-- really from toddlers up to people in their middle ages.”
In this deal, Marvel will also introduce the new Captain Citrus with inserts in Captain America DVD’s coming out this fall. Captain Citrus will also have a custom comic with the Avengers.
