THE BATTLE OF THE BEVERAGES
Jamba had fallen out of consideration…once a favorite, it was being forgotten. Our job was to get back in the ring and fight. But instead of battling other juice brands, we believed it was high time we vilify one beverage that had more than its fair share of consideration: Coffee. It claims to be an energy drink, but in fact, falls far short of the real fruit and vegetable power found in every Jamba. It was time to declare war: “Jamba vs. Java.”
“Hasta la vista, Barista.
Jamba is putting the squeeze on Coffee.”
Jamba is putting the squeeze on Coffee.”
– Michael Goldberg
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sdfIn-store and out of home, Jamba declared that java was no great shakes.
THE OUTCOME
We didn’t give coffee a break. And the conversation was successfully hijacked.
Coffee was the first beachhead, followed by other usage occasions like lunch and snacks. Meal replacement was a natural
for Jamba, so we helped them create smoothies that would entice the user to replace an old habit with a new, healthier one.
The strategy worked. Jamba re-emerged as part of the daily conversation. So much so that Ellen DeGeneres decided to incorporate a bit of her familiar play using Jamba – and the world’s most popular singer – as a foil. We seized the moment, hijacked her message and converted it into one of the most successful social events of 2016.
"Jamba Juice did that overnight. I love that.”
Ellen DeGeneres
THE SWISHY CHUG CAMPAIGN ALONE DROVE
$14 MILLION
IN EARNED MEDIA.
