It's a tall order even for the branding geniuses who made Cuties a household name: top their own phenomenal success.
Delano-based Paramount Citrus this week kicked off a five-year, $100 million marketing campaign to persuade consumers to switch from Cuties to "Halos" — as in, "pure goodness," according to the new advertising tagline.
The catch is, there's no physical difference between the two products. Grown mostly in the Central Valley, they're a type of mandarin known as clementines or, depending on the time of year, murcotts.
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