Odwalla wants its relevance back - it's been a while since the brand make much news - and it's enlisting Facebook and something called a "Living Flavor Vending Machine" to do it.
As part of its new "Campaign Against Ordinary," the brand is launching a redesigned Facebook page and will hold a Coachella Music Festival ticket giveaway for the event April 16-18 in Indio, Calif, along with sponsoring two other big music festivals.
A centerpiece of the effort: A newly created "Odwalla Living Flavor Vending Machine" that is described as part innovative sampling booth, part performance stage and part soapbox. Fans will get the chance to create and upload videos to the brand's Facebook page for the chance to perform in this stage at the Bonnaroo and Outside Lands music festivals.
“Since its founding in 1980 by three musicians who wanted to make great juice and build a business with a heart, Odwalla has always produced products that were anything but ordinary,” Jason Dolenga, Brand Manager, Odwalla, says in a statement. “This year, we’re creating a fresh blend of experiences, via music festivals and social media, that will showcase the uniqueness of our brand - and our fans - in an extraordinary way.”
As a concept, I can certainly see how fans can seriously groove to this, though it's hard to really be sure without seeing what's in mind.
We'll see if it lives up to the campaign's theme, or if it comes off as more of the same, ordinary, thing.
Learn more, here.
-----------------------------------------------------------------------
LAUNCHES APRIL 28 - PRE-ORDER YOUR COPY NOW:
"... EXCELLENT ..."
“Through persuasive arguments and Q&A’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas.” – Publishers Weekly
>>> IN STORES APRIL 28 - READ MORE HERE <<<
-----------------------------------------------------------------------
Comments