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October 17, 2006
Jamba Juice + BART Co-Branding Strategy
The other day when I rode the BART (Bay Area Rapid Transit) to work I was pleasantly surprised to be greeted by a Jamba Juice employee as I exited the station. The JJ rep handed me a gift card and a brochure for Jamba Juice and told me that the cards that were being handed out all had random dollar ammounts added to them from $1 - $300...
Now I love Jamba Juice just as much as the next guy so this was quite a treat. What's even cooler is that the brochure thing actually employed a co-branding strategy. They had printed the BART logo on their fliers as well as their JJ propaganda! So now people like me have an even greater identification between car pooling, riding the BART, basically saving the environment in general, and drinking that fresh, clean, all natural Jamba Juice. Isn't marketing great? Now the real question... Why the heck do they still use styrofoam cups if they want an environmental image?
Jamba Juice, this needs to be fixed! I'm sure there is a sugar cane or corn based styrofoam alternative that is biodegradable that could be used here that would only increase your costs ~$.05 per drink. You can start by visiting World Centric and checking out their Styrofoam Alternatives
See the BART logo?
Yum... I still don't know how much is on that card.
Posted by pocket at October 17, 2006 01:26 PM