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Jamba has stayed away from television commercials in the past because its marketing team prefers to rely on others means, such as Internet marketing and radio, to reach customers. A unique offering called for a unique marketing plan, however.
“From a ready-to- drink perspective, this is a medium that Jamba and Nestle felt would be effective at reaching [our] target audience,” says Paul Coletta, Jamba Juice’s senior vice president of marketing and brand development.
Ad agency Publicis created the Jamba Ready To Drink Commercial-Live Fruitfully to target women 30–44 years old with children living at home. San Francisco was chosen as a test market because the city is a “mature Jamba market with high brand awareness” while Portland, an emerging market, was chosen to see how consumers would react to the ad in an area with a lower brand awareness. The ad can also be viewed on YouTube, though there are no plans at this time to take the spot national.
“What we [are] trying to achieve with the ad is to tighten the relationship between Jamba and fruit, because we believe that consumers understand that fruit has healthy benefits,” Coletta says.