It's not often a retailer creates and runs an ad for a product they don't sell. But, when McDonald's introduced their line of smoothie offerings as part of their McCafe campaign, what was Jamba Juice to do? They are a much smaller competitor with a much smaller budget. And here was Goliath treading on their turf. Without the millions of media and production dollars to throw at the problem, they had to rely on creativity and out of the box thinking to sling a little mud at the fast food giant.
That's where the Cheeseburger Chill Smoothie comes in. At the beginning of the video, we see a couple out jogging, working up an appetite. He wants a smoothie; she's all about the cheeseburger. Then the jingle begins with the currently overused ukulele playing singer, who later doubles up the overused jingle technique quota by breaking into a tamed down rap with the Jamba Juice girl (that's oddly reminiscent of the SNL/Natalie Portman Jamba Juice skits).
The scene then shifts to a Jamba Juice store where they introduce this ground-breaking new product. After panning over beautiful fresh fruit, they show a nice looking cheeseburger and throw it in a blender to mix up a rather nasty looking brown smoothie. The smoothies are topped with a squirt of mustard and ketchup and served to our couple. The scene at the end with the mom and daughter enjoying their chunky brown cheeseburger chill smoothies is equally gross. But, it's all pretty funny.
The spot never tells you that it's a put on, it just ends with "to get one, go to CheeseburgerChill.com." Of course, when you get there, they say, "Is Jamba Juice getting into the burger business? Now way!" Then go on to talk about how some burger chains are getting into the smoothie business and that's seems as weird to them as a cheeseburger chill smoothie. Once you're in on the joke, they reward you with a coupon for $1 off any Jamba Juice fruit smoothie.
So, is that a good way to fight the giant invading your territory or are you just tugging on Superman's cape and spitting into the wind? Only time will tell. But they did get me and many others to write about them and that's a good start. What do you think?
Jamba Juice – Cheeseburger Chill Smoothie
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Mike McClure, Exec Creative Director & Social Media Guy
This is definitely a waste of media dollars. The first thing that comes to mind is YUK, aweful, discusting! What Jamba Juice really needs to do is focus on their value proposition and generate more awareness about their products to emerging markets as a healthy alternative to fast food.
Fausto:
I’m torn on this one. I don’t think it was a waste of media dollars (especially if it’s an Internet only program) because they have generated buzz and got people thinking and talking about their product. One comment we’ve received (through another sm channel) said that they had never thought about Jamba Juice or smoothies much, but now was considering checking them out. That’s what you hope to accomplish with this type of campaign.
However, I agree that what they show is awful and disgusting looking and doesn’t make me feel good about smoothies. I think focusing on your products in your niches is a good thing. But, if you’re doing that and nobody notices, is this a better way to go?
anyone know name of uke guy?
I love Jamba Juice sooooo much and with it not being as close to me now as it was when we lived in Las Vegas, I find I rlelay miss it My daughter loves it, too- her old school used to sell it the first Wednesday of every month! So to have it at home would be A-MAZING!!!