McDonald's is launching it national smoothies campaign today with a budget "hitherto unseen by the category," Paul Ziobro reports. Without getting into details, McDonald's marketing director Sofia
Therios admits the company is making a "respectable investment" in the new -- for it -- category.
"Even though we aren't the first in the category, we are committed to grow the
category," Therios tells Ziobro. "We're open to taking market share on the way." Other key players who might have other ideas about the latter part of that notion include Jamba Juice, Starbucks and
Panera Bread.
McDonald's will highlight its $2.29 price for a 12-ounce blend, which come in strawberry-banana and wild berry flavors. Jamba Juice's smoothies start at $3.55 for 16
ounces. McDonald's TV spots feature dancers depicting the blending and pouring of the frozen fruit drinks, and participating outlets will hold three national sampling days starting July 22.
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