Dive Brief:

• Florida Department of Citrus recruited Marvel Comics to help revamp its hokey mascot, Captain Citrus. 
• The FDOC's hope was that a slicker, more fit image of the mascot would help the industry struggling with a greening disease hurting orange production, declining sales, and rising prices. 
• The idea for a new Captain Citrus sprung from meetings the FDOC had with the Marvel about product placement, which includes a digital comic, printed comic, teacher guides, and video spots. 

Dive Insight:

The new Captain Citrus looks like it will fit in perfectly with the Avengers characters, something that will have a wide appeal. In a way, FDOC is still receiving product placement, but with a superhero as the medium.