Mon, 12 Sep 2022 12:15:00 GMT
Jamba, the leader in on-the-go freshly blended smoothies, juices, and bowls, is unveiling a new brand campaign and creative platform ushered in by an upbeat call to action: “Just Gotta Jamba.” Developed with creative agency Preacher, this marks the first major brand campaign for Jamba since its rebrand in 2019 that included a name change from Jamba Juice to Jamba, a refresh of in-store design and the addition of a plant-based menu.
The 'Just Gotta Jamba' concept was born out of extensive consumer research, and the insight that Jamba guests aren’t guided by binary choices of healthy vs. unhealthy, but rather, eat intuitively as a lifestyle. They value and celebrate individuality, and that comes through in the various ways they choose to live, and how they choose to Jamba. Just Gotta Jamba mirrors that and looks to capture the attention of Jamba’s next generation of consumers through a youthful energy that answers their craving for fun and convenient on-the-go smoothies, bowls and snacks served up in a vibrant atmosphere that’s in-step with their everyday.
Online spots shot by director and photographer Blaise Cepis (known for his high-end lifestyle, fashion and hospitality work) bring to life the full sensory explosion of walking into a Jamba, from the scent of fruit, to the noise of blenders, to the array of colorful products, to the undeniable energy of the beloved Jamba team members who are central to the Jamba experience.
Moving forward, “Just Gotta Jamba” will serve as the creative platform and tagline for the brand, coming to life through new product launches, the first of which is Boba, available nationwide on September 6 (spot linked below). In addition, the Just Gotta Jamba ethos runs deep not only in in-store signage and marketing at Jamba’s 700+ franchised locations, but also within operational updates, staff trainings, and ongoing social media, digital and advertising assets and initiatives.
“After getting a first-hand look into the in-store experience and intercepting Jamba fans on the street, it became clear that the dynamic and unique team members are central to the Jamba experience, creating an undeniable energy and a welcoming atmosphere,” said Danielle Fisher, vice president of marketing at Jamba. “Reintroducing the brand with a vibrant new vibe, ‘Just Gotta Jamba’ brings to life how the entire Jamba experience, plus the delicious menu offerings, surprise and delight guests and give them the fuel needed to get them in-step for what’s next.”
“Just hearing ‘Jamba’ out loud gets a reaction. You just gotta say it back, just gotta wiggle about it. So we wanted to equip this iconic and craveable brand with a campaign to match,” said Tyler Booker, associate creative director (CW) at Preacher.
Mel Lin, associate creative director (AD) at Preacher continues: “Everything from the top down needed to look, sound and feel as lively as Jamba tastes. And everyone we collaborated with- our director, cast, crew, editor, music wizards and many more- kept things upbeat & offbeat at every turn.”
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Client: Jamba / Focus Brands
President: Geoff Henry
VP & Head of Marketing: Danielle Fisher
Sr. Director of Brand Marketing: Michael Pittman
Jamba Creative Director: Jason Page
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Associate Creative Directors: Mel Lin & Tyler Booker
Sr. Copywriter: Justin Grady
Producer: Cate McManus
Brand Director: Jenalisa Trevino
Brand Manager: Paige Majdic
Strategy Director: Jasmine Clark
Strategist: Zachary Stubblefield
Junior Strategist: Ashley Brown
Head of Production: Stacey Higgins
Production Company & Casting: Pepper Made
Director: Blaise Cepis
Executive Producer: Vivianne Lapointe
Line Producer: Wayne Hammet
Edit House: cartel.tv
Executive Producer: Vietan Nguyen
Producer: Sarah Cassell
Editor: Nick Deliberto
Assistant Editor: Nick Bruce
Sound Design & Mix / Music: David Fisher / Sounds for Film & TV
Categories: Soft Drinks, Fruit JuicesPreacher, Mon, 12 Sep 2022 12:15:00 GMT