Jamba Juice CMO: Health benefits help sell our brand

06/21/2010 | Advertising Age (tiered subscription model)

Jamba Juice aims to compete with McDonald's upcoming smoothie line by focusing on the brand strengths that hit home with its core customers, says the company's marketing chief. A menu of fresh, healthy ingredients and a commitment to community involvement are attributes that attract Jamba's active, health-conscious customers, said CMO Susan Shields. The company also has debuted some consumer-packaged goods and a catering service as it seeks to separate itself from the pack.

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