1907: In 1870, there were 30,000 orange trees in California; 20 years later, there were 1.1 million. At the start of the 20th century, Californian citrus growers ran the risk of producing more oranges than they could sell, and with recently planted trees set to begin bearing fruit, the problem was likely to worsen.
Growers faced a stark choice – reduce supply or increase demand. So, in 1907, the California Fruit Growers Exchange teamed up with Lord & Thomas advertising agency. The growers adopted the name Sunkist for their produce; the advertisers launched energetic sales campaigns and devised snappy slogans.