Odwalla and a team of agencies are helping the juice brand celebrate its heritage through the national “Road to Our Roots” van tour, traveling the U.S. with various social-media influencers and handing out free drinks.
Agencies responsible for the project are creative agency Anomaly; media buying shop Universal McCann; experiential agency IMG Live; talent agency United Talent Artists; and PR shop M&C Saatchi Sport and Entertainment.
The interactive experience serves as a time machine to 1980, when the brand was started by three young musicians in Santa Cruz, California who began selling juices and smoothies out of the back of their VW van.
In addition to this museum on wheels, the experience will feature an array of influencers, including style blogger, Color Me Courtney; health and wellness personality Jessie Pavelka; photographer and artist Nico Guilis; and independent customizable bicycle company Solé Bicycles.
All "embody the Odwalla spirit through their energy and engaging personality, as well as their commitment to living their life to the fullest through their respective mediums," says Sara Smith, brand director, Odwalla.
Road to Our Roots has kicked off in New York, selected because it is "full of Odwalla’s passion points – food and nutrition, art, music, health and wellness, culture and community," says Smith.
The tour will then stop in cities that embody the Odwalla ethos including Portland, Seattle, San Francisco, San Diego, Los Angeles and Atlanta through October.
The brand is looking to expand the tour in 2019.