Florida Department of Citrus Archives - Robot 6 @ Comic Book Resources
The Florida Department of Citrus today unveiled — at a comics store, no less — the $1 million Marvel makeover of its three-year-old mascot Captain Citrus.
Gone is the cartoonish anthropomorphized orange, replaced by muscular, Spandex-clad superhero who fights alongside the Avengers in a special comic created by writer Ralph Macchio, penciler Kevin Sharpe and a host of others. The aim is to market orange juice to children and teens. As The Associated Press reports, the U.S. demand for orange juice peaked in 1998 with annual per-capita consumption close to 6 gallons; now it’s about 3.5 gallons.
The Florida Department of Citrus is hammering out a roughly $1 million deal for Marvel to give its mascot Captain Citrus a superhero makeover in an effort to market orange juice to teens and children.
The Lakeland, Florida, Ledger reports that the contract, expected to be finalized later this month, calls for Marvel to transform the cartoonish anthropomorphized orange (above) into a buff male superhero who will preach the nutritional benefits of orange juice. The company will publish 1 million comics for free distribution through schools, summer camps and the like, and create an additional two stories to be released online.
Another 2.5 million Captain Citrus inserts will be included in the Blu-ray and DVD release of Captain America: The Winter Soldier, which arrives Sept. 9.