Odwalla Unveils a Fresh Look for Facebook, Music Festivals
Healthy beverage maker Odwalla is ramping up its Facebook presence and tuning up its 2010 festival sponsorships with a new “Campaign Against Ordinary” marketing effort.
The campaign launched earlier this month on the brand’s newly redesigned Facebook page, where Odwalla gave away 19 pairs of three-day passes to the Coachella Valley Music and Arts Festival in daily drawings between March 1 and March 19.
Coachella, which takes place April 16-18 in Indio CA, will also see the debut of the Odwalla Fresh Experience tent, including a branded outdoor lounge and the new Odwalla Living Flavor Machine, a hybrid sampling booth, advocacy podium and performance stage. Visitors will be able to watch DJs, films, storytellers, open mic auditions and other performances from the new stage while taking a break from the main events.
Coachella is the first of three large music festivals Odwalla will maintain a presence at this year. The brand will also bring the Fresh Experience tent to the Bonnaroo Festival in Manchester TN in mid-June and San Francisco’s Outside Lands Music and Arts Festival in August.
The live and social-network initiatives will come together later this year when Odwalla fans with special talents are able to upload videos of their performances to the brand’s Facebook wall and vie for a chance to perform as part of the Living Flavor Machine at those two later festivals. That campaign will be supported by display ads within Facebook, as well as in-store materials and public relations.
“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,” brand manager Jason Dolenga said in a release. “This year, we’re creating a fresh blend of experience, via music festivals and social media, that will showcase the uniqueness of our brand—and our fans—in an extraordinary way.”
During last year’s Outside Lands Festival, Odwalla hosted the “Trashed Recycling Store” that traded its drink products, festival merchandise and concert tickets in return for official bags full of compostable cups and plastic bottles.
