THE CHALLENGE: A real David vs. Goliath situation. After dominating the smoothie market for 20+ years, Jamba Juice had its first real challenger when McDonald’s announced a $30 Million TV campaign to introduce their own new line of smoothies.
THE IDEA: Be proactive and strike back rather than ignore. If McDonald’s was entering the smoothie market, we’d capture attention with an equally ridiculous claim: Jamba was entering the burger market. We created a digital campaign introducing Jamba’s new (yet fake) Cheeseburger Chill Smoothie. Our commercial directed viewers to a site revealing the hoax, educating on the benefits of Jamba’s real fruit smoothies (McDonalds’ were powder-based), and a special offer where Jamba Juice stores would happily exchange one of their delicious smoothies for any McDonald’s smoothie coupon.
THE RESULT: The commercial got well over a million views on YouTube, Facebook and other independent websites, while thousands of McDonald’s coupons were redeemed at Jamba Juice stores. The story was covered in dozens of news outlets including Fast Company and The Wall Street Journal. In total, the entire campaign received roughly 250 Million impressions, while our agency received the Silver 2011 Reggie Award for Outstanding Social Media Campaign.
THE WORK: