Florida Department of Citrus: Anita Bryant: The Florida Sunshine Tree campaign

Deborah Mack

Anita Bryant's "Florida Sunshine Tree" campaign was a prime example of commodity advertising, or the advertising of a generic product rather than a specific brand.

Florida Department of Citrus: Anita Bryant: The Florida Sunshine Tree campaign

Deborah Mack

Overview

Anita Bryant's "Florida Sunshine Tree" campaign was a prime example of commodity advertising, or the advertising of a generic product rather than a specific brand. In 1968 the Florida Department of Citrus, the government agency charged with promoting the state's citrus products through ads and other means, hired Bryant to appear in orange juice commercials created by Dancer, Fitzgerald, Sample, Inc., the forerunner of Saatchi & Saatchi. A singer and former beauty queen (Miss Oklahoma, 1959), Bryant projected a wholesome image that the department sought to...

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