Odwalla Puts Juice Fans In The Spotlight

Odwalla will have a presence at Bonnaroo next month, as they did at Coachella last month. But a brand like Odwalla needs more than a sampling booth, they need an interactive experience that creates buzz with their fans.
Starting this week, fans of the brand can audition to be a performer in the Odwalla Fresh Experience Lounge at the annual music festival, which takes place June 10-13 in Manchester, Tenn., by uploading videos displaying their talent via the “Fresh Stuff” tab at www.facebook.com/odwalla.
The videos can be musical, danced or dance-like, spoken, artistic, acrobatic, a combination of these or another kind of original performance – anything the fan chooses as long as it is unique, positive and entertaining.
“We have witnessed it on Facebook and in person; Odwalla drinkers are some of the most interesting people in the world,” said Jason Dolenga, brand manager, Odwalla.
The contest runs through May 16 and eight grand-prize winners will be announced the following week.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.