Jamba Juice has launched its first professional sports league relationship, choosing the Women’s National Basketball Association to move forward its strategy to tie its brand to fitness and healthy nutrition.
The partnership kicked off last week in Los Angles at a special event that included top WNBA players who discussed healthy eating and exercise.
Under the deal, nutrition and exercise tips will be provide
d at events, in arena signage will be in place and for the remainder of the season several fan promotions, along with WNBA player appearances, will take place in select Jamba Juice retail locations in WNBA markets.
On a national level, Jamba Juice will conduct WNBA-FIT themed in-store promotions that will include P-O-P materials, as well as digital and social media. The brand will also be participating in several marquee WNBA events, including the annual All-Star Game and Inspiring Women Luncheon.
Jamba Juice Chief Marketing Officer Susan Shields explains why the brand has stepped onto the basketball court?
PROMO: Why did Jamba Juice decide to enter into sports marketing?
SHIELDS: We are always looking to align with other brands that fit into our healthy, active lifestyle mold. The WNBA is the perfect fit—sharing Jamba’s commitment to promoting an active lifestyle that helps fans of all ages stay fit, healthy and vibrant.
PROMO: What do you hope to gain from the partnership?
SHIELDS: We hope that this relationship will help change the way people think about getting fit—that it doesn’t have to be a chore, it can actually be fun, and the foods you can eat can actually taste good.
PROMO: What products will you focus on?
SHIELDS: At Jamba, we believe we have something for everyone—from our slow cooked, steel cut oatmeal to our made-to-order smoothies to our grab-n-go wraps, salads and sandwiches. We take the work out of choosing to eat healthier, and are excited to share this with fans of the WNBA who may not already be fans of Jamba Juice. For kids, we definitely like to focus on our All Fruit Smoothies—smoothies that are a delicious blend of fruit, fruit juice and ice.
PROMO: What do you view as the center of the campaign?
SHIELDS: The alliance will highlight both WNBA and Jamba Juice’s dedication to helping both kids and adults alike get fit in a fun and encouraging way. Throughout the remainder of the 2010 WNBA Season, Jamba Juice will host special in-arena nights with the Los Angeles Sparks where we will promote the Jamba Jump Program—a program launched last Winter (when we broke the Guinness World Record for the most people jumping/skipping rope at the same time) that encourages youth to jump rope for health, fitness and success.
PROMO: Will you be jumping rope?