One Sip And You’re Hooked

courtesy of Flickr user, Casey Serin
The New York Times spoke with Jamba Juice CEO, Paul E. Clayton (not pictured above), about his company’s brand experience.

Q. Is there a demand for $5 smoothies nationwide?
A. What there is a demand for is healthier options. Jamba offers a healthy, nutritious option. It is a source of energy, can be a snack in-between meals or can be a meal replacement. We don’t just see ourselves as a smoothie and juice company. We see our ourselves as a source of healthy energy.
Q. Starbucks has a popular line of smoothie-like drinks made with teas. Other companies have smoothies. How will you stand out?
A. Starbucks brings greater visibility and exposure to made-to-order blended beverages. We distinguish ourselves with freshly made, high-quality, healthy options that are made with all-natural fresh ingredients. If the customer wants that, they have to come to Jamba.

Jamba Juice has 600 stores and plans to open 90 more in 2007.

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.