The smoothie chain has teamed up with DanceOn to encourages fans to shake it to promote the health values of their new line of juices.
Fresh juices, especially green ones, are becoming increasingly popular across the United States. They pack tons of vitamins and nutrients that can help with skin complexion, digestive problems and even help combat stress, all in an easy to drink blend you can sip on your commute. Jamba Juice, one of the biggest smoothie chains in the country, is joining this growing trend and will soon be offering their own green juices on their menu. However, their marketing campaign will depend a lot on its fans, who the company is encouraging to grab a camera and their dancing shoes.
The contest, called “Blend In The Good,” asks people to upload videos of them dancing, to signify the good both inside and out of the drink. Jamba Juice teamed up with popular YouTube channel DanceOn, and is uploading the choreographed entries both to both their YouTube channel and their webpage. At the time of writing, there are 20 videos entries available to view, but there’s plenty of time to put together a dance number of your own as the contest ends on August 31st. Prizes for the top three entries, selected by a panel of judges, include a trip to New York City in June, Los Angeles in July or San Francisco in August along with a $100 Jamba Juice gift card each.
A few Jamba Juice stores have already tested the green juices in early 2014 to positive results and increased revenue. Each made-to-order vegetable drink sells from $5 to $6.50, and include different fruits and yogurt. Still, the green look of the drinks might not appeal to all customers, but it’s a risk the beverage giant seems willing to take.
This is a particularly shrewd move on the part of Jamba Juice, as Kevin O’Donnell, a brand consultant with Prophet, told Adweek that the chain’s high-calorie, high fructose drinks were muddying its healthy image. “Being able to crank out tasty, high-nutrient, low-[sugar] beverages could be a big repositioning opportunity for them,” O’Donnell said. There’s no word yet as to when these drinks will be hitting stores nationwide, so keep yours eyes peeled for these greener menu options.
Image: Zach Dischner