Commentary

Jamba Juice Whips Up New Flavor: Fake-vertising

Jamba Juice Cheeseburger Chill

Cheeseburgers are one of the great guilty pleasures in America. Like cheese fries and deep fried mozzarella sticks, they remind all of us that there just isn't any fatty food that couldn't do with a little more, well fat. And so it was just a matter of time before a major beverage brand came up with a cheeseburger flavored thirst-quencher. And if there is any brand that knows how to blend the texture of a fiber-free hamburger bun with the sharp edge of Wisconsin cheddar and the rich, juicy aroma and flavor of char-broiled beef in into a sensational smoothie it has to be Jamba Juice.

No, wait. That can't be right. And, of course it isn't. But one of the things we love about the new viral video from Jamba Juice is how well they play it straight a good 20 seconds into the gag ad for Jamba Juice Cheeseburger Chill Smoothie. The Jamba musician signs his way into the local outlet, which includes a stand-up for the new product. All is smooth and as well-polished as any TV spot...until in quick succession they stuff a burger into a Jamba Juice blender pour it out and squirt rings of ketchup and mustard on top. The best send-ups know how to wink at the audience and still keep up the fiction. Even better, this fake ad doesn't event let the guise down at the end of the video but pushes you over to the company's main site to get the goof reiterated before the big reveal.

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"For real? Is Jamba Juice getting into the burger business? No Way. But it does seem some burger chains are getting into the smoothie business - which to us is about as weird as a Cheeseburger Chill Smoothie. So we're sticking with what we know."

So, it may be a roundabout way to make point about the emerging competition, but the brand gives you a good ride along the way and pays off for "being in on the joke" with a $1 coupon for your next Jamba Juice.

If only more brands would take seriously the opportunity to entertain consumers rather than so earnestly try to brandertain them we might get somewhere.

1 comment about "Jamba Juice Whips Up New Flavor: Fake-vertising".
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  1. Ashley Smith, July 30, 2010 at 4:25 p.m.

    Cheeseburger Chill Smoothie!? The idea is actually pretty amazing. I laughed so hard first and then thought... Now really Jamba's smoothies are amazing, this time McDonald's is trying to take over that industry also? Maybe it will happen, however I am sticking to Jamba. That's what they do and thats what they are good. Regarding the idea of having a cheeseburger chill smoothie... Hmmm... EEEWWW!!! almost as bad as having a McDonalds Smoothie lol

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