JAMBA

JUICE
KAIZEN advertising

THE PROBLEM

the fact that less smoothies are sold in

the winter than in the spring or
summer is not a shocking one.
we just need to convince people to
drink smoothies when its cold, rIGHT?
MAYBE FOR SOME, BUT NOt for JAmba
Juice.

JAMBA JUICE

Jamba juice is a nationally recognized

brand with a lot to brag about.
of consumers surveyed:

72%
say that jamba
is a brand that
makes them feel
good

70%

say that they

would recommend
jamba to a friend

72%
say that jamba
Has the besttasting
smoothies

64%

say it is a brand
that fIts their
lifestyle

62%

58%

say jamba is one

of their favorite
brands overall

beleive that
jamba shares
their personal
values

51%

63%

say it is a brand
that cares about
their
community

say it is a brand
that cares about
people

THE INDUSTRY

the company

positioning

products

jamba juice

inspire and simplify

healthier living

Smoothies, Oatmeal, FLat breads,

baked goods, jerky, sandwiches,
wraps, parfaits, juices, tea

PLANET
SMOOTHIE

great tasting, fun

smoothies

Smoothies

Starbucks

convenient yet
authentic coffee
shop

Coffee, Baked Goods, Sandwiches,

Tea, Juice, smoothies, handcrafted
sodas,espressos

dairy queen

fan food and sweet

indulgences

Soft served ice cream, Smoothies,

Burgers, Fries, Wraps, Snack Melts,
hot dogs, onion rings, salad

McDonalds

good food at an
affordable price

Dunkin
donuts

Americas favorite
stop for coffee

Coffee, smoothies, tea, juices, pastries

breakfast food: hash browns, oatmeal, sandwiches

smoothie
king

smoothies for a fIT

lifestyle

Smoothies, supplements, nuts,

mufFIns, cookies, yogurt, chips,
pretzels, protein bars

tropical
smoothie

Burgers, Chicken nuggets, pancakes, hash

browns, sandwiches, wraps, parfaits,
smoothies, shakes, soft serve ice cream,
cookies, energy drinks, sodas, juices

Smoothies, Tacos, wraps, sandwiches,

FRESH food with
FLatbreads, Salads, quesadillas
quality ingredients

jamba
Lovers:
+ACTIVE
+25-34 years old
+MODERATELY HEALTH
CONsCIOUS
+Light or medium jamba
users
+ LOOKING FOR A MIDDAY
BOOST
+ MOBILE AND CONSTANTLY
SHARING
+ LOYAL TO BRANDS THAT
RESONATE WITH THEM

RESEARCH
smoothies have become a
popular beverage for the moderately
health conscious.
we reviewed lots of secondary
research and performed primary in the
form of a national survey with 230
RESPONDENTS.

WHY DO people DRINK SMOOTHIES?

RespondEnts were asked to choose THE reasons
that describe their motivation to drink
smoothies.
46%

FOR REFRESHMENT
FOR ENERGY
FOR A MEAL

35%
23%
5%
21%
24%

FOR A tasty
SNACK

20%
16%

FOR NUTRITiON

20%
20%
*Mintel - DEC 2014 (cOuld choose up to three)
*OUR SURVEY - OCT 2015 (CHOSE ONE)

56%

of people say it is
never too cold to
drink iced coffee*.
Does the same apply
to smoothies?
*DUNKIN DONUTS -2012

80%

of people who took our

survey stated that they
are willing to purchase
smoothies all year
long.
So if people like
drinking
smoothies in
the winter why are sales low??

STRATEGY

WINTER MEANS curling up in warm blankets,

sleeping in a little more and brisk walks from
The House to The car. The problem is not the
cold, its that people do not want to be in it.
so how do we get people out of bed and into
the stores?

WE
CHALLENGE THEM.

WINTER IS A TIME TO PROVE MORE THAN

EVER THAT YOU ARE
DEDICATED.
WINTER IS A TIME TO FACE THE ELEMENTS
IN PURSUIT OF YOUR GOALS.
WINTER IS A TIME TO -

BRAVE THE COLD.

in addition, We want to reward and

thank those who consistently make
Jamba a part of their life by
incorporating a chance to win a
trip to MIaMI for all those who
Brave the Cold with us.

according to our survey, 86% of

people are more likely to buy a
smoothie if they feel there is a
reward or coupon associated with
their purchase. miami is the
number one place people want to
travel when its cold, so loyalty
members are entered to win a trip
reedemable at any time.

EXECUTIONS

MOBILE APP
APP
MOBILE

THE GOAL OF UPDATING THE APP WAS TO ENHANCE THE UX AND

ENGAGEMENT RATE OF THE EXISTING VERSION AND ADD
FEATURES SPECIFIC TO THE BRAVE THE COLD CAMPAIGN USERS
CAN SHARE.
CHANGES WERE MADE KEEPING TWO THINGS IN MIND:
1+ THUMB RULE AND THREE CLICK RULE
SO, WE CHANGED RESCALED THE USABILITY WITH THE NEW
SCREEN SIZES AND BROUGHT IN THE NEW PRESSURE TOUCH
TECHNOLOGY AVAILABLE.

54%
48%

of people who took our

survey say that they engage
with brands based off of what
they see their friends sharing.

54%

We created an in-app photo

editor that pushed out the
fINished photo to instagram,
FAcebook or twitter with
#BRAVETHECOLD prewritten for
the post.
each time a loyalty member
uses this feature, they gain
extra entries to the contest.

48%

of people who took our

survey say that they use their
phones to check the weather.
We partnered with the
weather channel to help send
out push notifICations every
morning with the weather, a
challenge to brave the cold
and a smoothie suggestion.

VIDEO series
VIDEO series

EACH VIDEO WILL SHOW HOW EVERYONE CAN BRAVE THE COLD IN
THEIR OWN WAY AND ENCOURAGE OTHER TO SHARE HOW THEIR STORIES.
IN ADDITION, IT WILL ASK PEOPLE TO BECOME A LOYALTY
MEMBER AND TO SHARE HOW THEY #BRAVETHECOLD BY USING THE
JAMBA APP PHOTO/VIDEO SHARING OPTION FOR EXTRA
ENTRIES IN THE MIAMI TRIP GIVEAWAY.
ALL THREE VIDEOS WILL BE SHARED ACROSS INSTAGRAM AND FACEBOOK AS POSTS AND SPONSORED ADS. THE VIDEOS WILL ALSO LIVE
ON THE JAMBA JUICE YOUTUBE CHANNEL FOR EASY VIEWING AND
SHARING.

VIDEO 1: PLAY ON

We open on an epic winter

tailgate. The dramatic
action takes place in slow
motion - Capturing every
moment of excitement for
the game

Vo: You are the fans that keep

this team alive. Through the
coldest winters, the highs
and the lows, you stand
strong.

VO: you boldly go where

most fans wont. you brave
the nay sayers. You brave the
come inside, we have heating
and TVs.

VO: You brave the cold. so,

heres one on us.
Jamba Juices appear in their
hands and they are
magicallly transported to
MIAMI.

Vo: No amount of wind, rain,

sun or snow could keep you
from this moment.

TAILGATERs TAKE A SIP, pause,

and then continue to yell
with excitement.
Brave the cold appears on
the screen.

VIDEO 2: UNSTOPPABLE

We open on a couple running

on a winter morning.

Vo: its freezing out, but isnt

that why its called a warm
up?

VO: you run when most

would stay in bed. Its cozy,
they say. just a few more
minutes, they say.

VO: You brave the cold. so,

heres one on us.
Jamba Juices appear in their
hands. magicallly
transported to MIAMI.

Vo: A little bit of snow never

hurt anyone.

They take a sip, smile, and

continue on to run, away
from the viewer.
Brave the cold appears on
the screen.

VIDEO 3: SIDELINE SUPERMOM

We open on a bundled up
soccer mom. She is smiling
and cheering on her child

Vo: He just scored on his own

team, but you dont care.

VO: you show up and support,

no matter how many of the
other moms decide now is a
good time to tell you how
well her little jimmy is doing
in school.

VO: You brave the cold. so,

heres one on us.
Jamba Juices appear in her
and her kids hands. they are
magically transported to
MIAMI.

Vo: Its 8 am and almost

freezing, but you smile on
with kid number two in your
lap as she asks to use the
bathroom a second time.

both TAKE A SIP, LOOK AT EACH

OTHER, AND START TO CHEER
more enthusiastically.
Brave the cold appears on
the screen.

Social

social media outlets most frequently

used by our consumers
RespondEnts were asked to choose THE social media sites
they most frequently visited

81%

FACEBOOK

73%
34%
48%

YOUTUBE
INSTAGRAM

31%
22%

TWITTER

21%
30%

PINTEREST

24%
5%
*2014 fusion poll via emarketer report
** male respondents
** FEMALE RESPONDENTS

TRANSIT
the majority of people who took our survey
(48%) stated that social media was the best way
to market to them.
However, above TV and radio, the second most
popular response at (26%) was transit ads
(subways/buses).
we took this as a second opportunity to reach
the consumers while they are outside, traveling
from place to place despite the weather

WHIrl team
WHILE WE ARE ENCOURAGING PEOPLE TO SHARE HOW
THEY ARE BRAVING THE COLD, WE WANT TO
CREATE MORE BUZZ BY VISITING CITIES AND HANDING OUT
SMOOTHIES TO EVERYDAY PEOPLE BRAVING THE COLD.
THEY COULD BE ON THEIR WAY TO WORK, RUNNING OUTSIDE, OR EVEN SHOVELING SNOW AND WE WANT TO
BRIGHTEN THEIR DA
ITS UNEXPECTED, AND A WAY TO CREATE A UNIQUE RELATIONSHIP WITH CONSUMERS.

MEDIA
OUR GOAL is to increase YEAR over year sales
from QUARTER one of 2015 by bringing in
more customers to stores every day.
but with a budget of $750,000, we need to fInd
the most efFIcient way to do this.

focusing on driving frequency and engaging customers

ONE MORE
VISIT

CURRENT
MEDium
CUSTOMERS

LAPSED and
aware non
trials

DRIVE
FREQUENCY
(More vists
per month)

Inspired to
try & brave
the cold
(push for at
least one visit
per month)

807 DOMESTIC STOREs

but Not every state has jamba juice locations, and not every
jamba juice is located in an area where brave the cold would apply
to our target

=0 Stores
<20 Stores
>20 Stores
>50 Stores

50 most populated cities*and their

average lows** in 2015
CITY
1
2
3
4
5
6
7
8
9
10

New York, New York

Los Angeles, California
Chicago, Illinois
Houston, Texas
Philadelphia, Pennsylvania
Phoenix, Arizona
San Antonio, Texas
San Diego, California
Dallas, Texas
San Jose, California

11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

Austin, Texas
Jacksonville, Florida
San Francisco, California
Indianapolis, Indiana
Columbus, Ohio
Fort Worth, Texas
Charlotte, North Carolina
Detroit, Michigan
El Paso, Texas
Seattle, Washington
Denver, Colorado
Washington, DC
Memphis, Tennessee
Boston, Massachusetts
Nashville, Tennessee

JAN FEB MAR

CITY

JAN FEB MAR

LOW F
27
48
17
43
26
46
41
49
37
42

LOW F
29
49
20
47
28
49
44
51
41
45

LOW F
35
51
29
53
34
54
51
53
49
47

26
27
28
29
30
31
32
33
34
35

Baltimore, Maryland
Oklahoma City, Oklahoma
Portland, Oregon
Las Vegas, Nevada
Louisville, Kentucky
Milwaukee, Wisconsin
Albuquerque, New Mexico
Tuscan, Arizona
Fresno, California
Sacramento, California

LOW F
24
29
36
39
27
16
26
42
38
39

LOW F
27
33
37
43
30
19
30
44
42
41

LOW F
34
41
39
49
38
28
36
48
45
44

42
41
46
21
23
31
30
19
33
37
17
29
33
22
28

45
45
48
24
25
31
33
21
37
37
20
31
36
25
32

51
50
49
33
33
44
39
29
43
40
26
38
44
31
39

36
37
38
39
40
41
42
43
44
45
46
47
48
49
50

Long Beach, California

Kansas City, Missouri
Mesa, Arizona
Atlanta, Georgia
Virginia Beach, Virginia
Omaha, Nebraska
Colorado Springs, Colorad
Raleigh, North Carolina
Miami, Florida
Oakland, California
Minneapolis, Minnesota
Tulsa, Oklahoma
Cleveland, Ohio
Wichita, Kansas
New Orleans, Louisiana

46
22
36
34
33
14
14
30
60
44
8
26
22
20
45

48
26
39
38
34
18
18
32
62
47
13
31
24
25
48

51
36
43
44
41
28
24
39
65
49
24
40
30
34
54

*POPULATIONs BAsed off of 2014 CENSUS

**AVerage low temperatures from US CLIMATE DATA

=0 Stores

>20 Stores

<20 Stores

>50 Stores

CITIES WITH AT LEAST ONE

traditional LOCATION
CITY
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

New York, New York

Los Angeles, California
Chicago, Illinois
Houston, Texas
Phoenix, Arizona
San Antonio, Texas
San Diego, California
Dallas, Texas
San Jose, California
Austin, Texas
San Francisco, California
Fort Worth, Texas
Seattle, Washington
Denver, Colorado
Washington, DC

JAN FEB MAR

LOW F
27
48
17
43
46
41
49
37
42

LOW F
29
49
20
47
49
44
51
41
45

LOW F
35
51
29
53
54
51
53
49
47

42
46
31
37
17
29

45
48
31
37
20
31

51
49
44
40
26
38

CITY

JAN

FEB MAR

16
17
18
19
20
21
22
23
24

Nashville, Tennessee
Oklahoma City, Oklahoma
Portland, Oregon
Milwaukee, Wisconsin
Tuscan, Arizona
Fresno, California
Sacramento, California
Long Beach, California
Mesa, Arizona

LOW F
28
29
36
16
42
38
39
46
36

LOW F
32
33
37
19
44
42
41
48
39

LOW F
39
41
39
28
48
45
44
51
43

25
26
27
28
29

Colorado Springs, Colorad

Miami, Florida
Oakland, California
Tulsa, Oklahoma
New Orleans, Louisiana

14
60
44
26
45

18
62
47
31
48

24
65
49
40
54

=0 Stores

>20 Stores

<20 Stores

>50 Stores

TOP 15 COLDEST J.F.M. AVERAGES

CITY
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Colorado Springs, Colorado

Denver, Colorado
Milwaukee, Wisconsin
Chicago, Illinois
New York, New York
Tulsa, Oklahoma
Washington, DC
Nashville, Tennessee
Oklahoma City, Oklahoma
Fort Worth, Texas
Portland, Oregon
Seattle, Washington
Mesa, Arizona
Sacramento, California
Fresno, California

JAN

FEB MAR AVG

LOW F

LOW F

LOW F

31
36
37
36
39
38

31
37
37
39
41
42

44
39
40
43
44
45

14
17
16
17
27
26
29
28
29

18
20
19
20
29
31
31
32
33

24
26
28
29
35
40
38
39
41

LOW

CITY

18.67
21.00
21.00
22.00
30.33
32.33
32.67
33.00
34.33

16
17
18
19
20
21
22
23
24

Dallas, Texas
San Jose, California
Tuscan, Arizona
San Antonio, Texas
Austin, Texas
Oakland, California
Houston, Texas
San Francisco, Calif
Long Beach, Califor

35.33
37.33
38.00
39.33
41.33
41.67

25
26
27
28
29

New Orleans, Louisi

Los Angeles, Califor
Phoenix, Arizona
San Diego, Californi
Miami, Florida

JAN FEB MAR AVG

LOW F

LOW F

LOW F

45
48
46
49
60

48
49
49
51
62

54
51
54
53
65

37
42
42
41
42
44
43
46
46

41
45
44
44
45
47
47
48
48

49
47
48
51
51
49
53
49
51

LOW

42.33
44.67
44.67
45.33
46.00
46.67
47.67
47.67
48.33
49.00
49.33
49.67
51.00
62.33

These cities will be the heaviest socially boosted areas and

locations for transit ads and pop-up events.

=0 Stores

>20 Stores

<20 Stores

>50 Stores

JAMBA Juice QUARTER one

TOTAL
MEDIA
COST

MeDIUM/
VEHICLE

TOTAL
PHYSICAL
UNITS

TOTAL EST.
Impressions

DIGITAL
FACEBOOK

$250,000

VARIES

INSTAGRAM

$125,000

VARIES

YOUTUBE

$135,000

VARIES

513,000

VARIES

PPC/
$32,000
KEYWORDS
weather
$42,000
APP
PROMOTIONAL
CONTEST

$15,000

POP-UP
EVENTS

$50,000

41

800,000

Out of Home
TRANSIT

$100,000

TOTAL

$749,000

JANUARY

FEBRUARY

MARCH

RETURN ON
MARKETING
INVESTMENT

key statistics

NUMBER of stores: 807

2015 quarter one sales: $131.25M
average check size: $7.00
Marketing investment: $750,000
OUR main objective is to double
the marketing investment in
quarter one of 2016

R.o.m.i.
quarter 1-2015

total Sales: $131,250,000.00

media BUDGET: $750,000.00
FLOW THROUGH: 40%
TO BREAKEVEN: $1,875,000.00 (+1.4%)

GOAL: +2.8%
PROJECTED QUARTER 1 - 2016
total Sales: $134,925,000.00
(+$3,675,000.00 increase from 2015)

ADDITIONAL SALES PER DAY PER STORE: $50.60*

ADDITIONAL CuSToMERS PER DAY PER STORE: 7*
*assuming all stores make an equal amount of sales every day

% of customers

# visits/month
1.0
0.9
5.5
4.5

TYPES OF
CUSTOMERS

49%
74%

light
MED.

37%

10.1

10.1

22%
4%
Q1 2015

4%
Q1 2016

Q1 2015

Q1 2016

HEAVY

CONCLUSION
we may not be able to control the weather, but
we can help infLuence how our customers react
to it.
by playing to their existing love for jamba, and
willingness to be bold, we can incentivize them
prove their love and brave the cold.

THANk YOU