Evolving a Brand: Jamba Drops the Juice

The Opportunity: As Jamba Juice evolved into a broader lifestyle brand, the decision to drop “Juice” from its name marked a pivotal brand moment. To ensure the change landed with impact, Jamba needed a PR strategy that would generate national buzz, build understanding, and solidify the brand’s new direction.

What We Did: We ideated and led a media tour in New York City with Jamba’s President, securing in-person interviews with Cheddar (NYSE floor), Business Insider, Bloomberg Radio, and Restaurant Business. We also landed wide-reaching coverage with CNN Business, TODAY.com, Restaurant Dive, and more. Messaging focused on Jamba’s evolution, menu innovation, and refreshed brand positioning.

Outcome: The campaign drove national business and trade coverage, reframing Jamba as a brand leading a trend and meeting today’s consumer expectations. Our efforts positioned the evolution as more than just a name change and helped boost brand relevance and credibility following its Focus Brands acquisition.