The campaign runs through October 14, 2014, and comes on the heels of an entire brand revitalization, which includes new packaging, new web site at www.noblejuice.com, new brand voice through social media, as well as point-of-purchase promotions, product sampling, product education and engagement such as recipes and videos, consumer advertising and publicity with daily sweepstakes contests for consumers. The campaign can be found online.
In April of this year, the business development arm of the Seminole Tribe acquired a 60% stake in the W.G. Roe & Sons juice processing operation in Winter Haven, Fla. The Tribe previously purchased a majority interest in Noble Food Service, the sales and marketing operation of the Roe Family’s juice processing business.
“The Tribe is growing and diversifying its business interests by partnering with local Florida, family companies to strengthen the people and agriculture of Florida,” says Tony Sanchez, president of the Seminole Tribe of Florida. “The expanded partnership with W.G. Roe & Sons positions the Tribe for significant growth within the food service and retail channels.”
The first wave of the marketing campaign debuted with the tagline: “Pure Juice, Pure Flavor, 100% Pure Ingredients,” to emphasize the artisan hand-crafted, naturally pure product line., say officials. The Seminole Pride Noble Juice portfolio includes the cornerstone 100% Florida Tangerine Juice, along with 100% Florida Orange, Organic Orange, 100% Tangerine Clementine, 100% Caribbean, Organic Orange Tangerine, Blood Orange, 100% Florida Super Red Grapefruit, Organic Grapefruit, Lemonade made with agave, Pure Lemon, Pure Lime, Organic Lemonade made with organic agave, Organic Apple and seasonal juices like 100% Florida Pummelo Grapefruit Juice.
An entire brand repositioning of “Naturally Pure for Four Generations” and “Purely Organic for Four Generations” is printed on each newly-designed bottle. The “Pure” marketing campaign was launched to support the revitalization and runs until Oct. 14, 2014. Over the course of the summer, the new marketing campaign will transition to additional marketing messages in order to impact consumers with meaningful lifestyle messages.
The web site and other marketing materials also include a Florida-focused message, “Florida Grown. Florida Produced. Florida Bottled,” in keeping with the long Florida history of both W.G. Roe & Sons and the Seminole Tribe.
“The business commitment of the Seminole Tribe of Florida and W.G. Roe & Sons will create more opportunities for growth, including higher production volume to meet the demand for new products, increased marketing of existing products, and increased geographic reach,” says Quentin Roe, president for W.G. Roe & Sons.