Jamba Juice launches "Feel good" integrated effort
Hoping to add a little joy to consumers' lives during the recession, Jamba Juice debuted the "Fall feel good moments" campaign on October 5. The integrated initiative ties to the brand's core message of "making people feel good" by giving them vouchers for various services, including coupons for products, tickets for subway rides and an umbrella for a rainy day.
“The overarching theme is around feel good moments, which captures the essence of the Jamba brand,” said James White, president and CEO of Jamba Inc. “Given the current challenges and depressing state of the economy, we are hoping to brighten people's days.”
Consumers can download the company's “Feel Good Bucks” at JambaJuice.com, on the brand's Facebook page or get print copies from street teams in various cities. The messaging was created for both acquiring new customers, as well as retaining existing ones.
The campaign runs through January 4, 2010. Street teams in New York, Chicago and Los Angeles will hand out subway cards and Jamba Juice coupons. Jamba Juice mascot Bananaman will also be giving out coupons.
The effort also has a sweepstakes element that ties to the brand's Facebook page. Consumers are called to visit the Facebook page to enter the “Feel Good Moment Sweepstakes” for the chance to win $10,000.
The campaign comes after the brand extended its product line from just juices and smoothies to oatmeal for breakfast, and wraps, sandwiches and salads at lunchtime.
“We've made significant changes to our menu board, and we are excited to expose these to existing customers and to extend the brand to new customers,” added White.
In April, Jamba Juice conducted a six-week campaign to raise money for public and nonprofit private schools across the country.