One Sip And You’re Hooked

casey_serin_jamba_juice.jpg
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.