• by Teresa Buyikian , Yesterday

Jamba is taking a stand against overpriced, overhyped, Insta-famous smoothies in its latest campaign for National Smoothie Day.

There was little escaping the hype over Hailey Bieber’s $19 smoothie from Los Angeles’s celebrity hotspot Erewhon a few years back (it really is just an expensive grocery store). The smoothie is now literally named “Hailey Bieber's Strawberry Glaze Skin Smoothie,” and along with the bump in status came a bump in price; it’s now an even more outrageous $20 for 20 oz.

Jamba’s “Blended for Everyone” campaign “is a lighthearted critique of the culture around luxury wellness, where maintaining an image of health and happiness often feels more about buying into status symbols than actual well-being.”

Kicking off the effort June 21, the chain will offer its signature smoothies for $1 at its approximately 700 locations nationwide. From 3 p.m. until 6 p.m. local time, customers can visit Jamba and receive either a 16 oz. Mango-A-Go-Go or a Strawberry Whirl Smoothie for $1.

"By showing up with… fan favorite smoothies at an accessible price point, we want to remind people that we're not selling a certain lifestyle or aesthetic, we're here to serve sunshine in a cup and make people feel good while doing it," said Nathan Louer, Jamba’s chief brand officer, in the announcement.

The campaign also includes Los Angeles-based outdoor, wheatpasted wild postings and street art executions with not-so-subtle lines such as “No influencer markup,” “No trust fund required” and “When did smoothies become status symbols?” The new creative is an extension of the brand’s recently adopted positioning, “Hello Sunshine,” which is “built around authenticity, joy and accessibility,” per the brand.

Jamba is also promoting the $1 smoothies with street teams around Los Angeles’s “trend-forward intersections known for premium health culture” and handing out actual $1 bills wrapped in an envelope touting the National Smoothie Day promotion.

The brand further touts the event on its social media platforms such as TikTok (@jambajuice), Instagram (@jamba), X (@jambajuice) and Facebook (@jamba).