Saturday, May 17, 2008

Juice Wars Creates Fruit Fusion

Move over Jamba Juice, Starbucks and McDonalds are about to throw their hat in the smoothie ring. How is Jamba Juice fighting back? They have teamed up with Dole for a cross-marketing promotion, fusing their two brands together. Both brands have similar attributes - nutrition and health. They make the perfect marketing pear - I mean pair (sorry for the fruit joke).

Millions of Dole bananas are now in western US supermarkets with a sticker reading: "I want to Jamba". The sticker directs people to co-branded web site, where Jamba and Dole offer smoothie recipes and encourage visitors to post their own. Dole will focus on pushing bananas, strawberries and pineapple products via recipe cards in stores throughout Jamba's network. The alliance gives Jamba exposure in supermarkets and Dole presence in the restaurant channel. By fusing their brands together they are exposed to customers they were never able to reach before, a win-win for both brands.

Smart move Jamba. Looks like you easily beat McDonalds and Starbucks in Round 1.

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