Smoothie chain Jamba Juice hasn't taken so kindly to McDonald's, which launched a line of smoothies last month, treading on its turf. In order to take a punch at the fast food chain's "me too" approach, Jamba Juice created a spoof commercial on YouTube (see video below) introducing a Cheeseburger Chill Smoothie.
In the video, a man playing a ukulele sings about how the chain just loves cheeseburgers and smoothies so it's offering a burger-blended smoothie. The video shows one of the disgusting concoctions being made: an entire cheeseburger (complete with lettuce, tomato and a bun) is jammed into a blender filled with ice and pureed. The resulting brown liquid is then poured into a Jamba Juice cup and topped with mustard and ketchup.
The company's video directs viewers to the Cheeseburger Chill web site which states: "Is Jamba Juice getting into the burger business? NO WAY. But it does seem some burger chains are getting into the smoothie business." Customers who are "in on the joke" can receive a $1 coupon for any Jamba Juice smoothie.
Given Jamba Juice's reaction to McDonald's smoothie launch, one can't help but wonder whether the golden arches is taking a bite out of Jamba Juice's bottom line. However, in many ways, the two chains are catering to a different customer and the products being offered are not entirely similar. Jamba Juice offers 30 flavors that boast all sorts of vitamins, antioxidants and protein (customers can get an extra shot of matcha green tea or wheatgrass mixed in for good measure). McDonald's offers just two flavors (strawberry-banana, and wildberry). There are no claims of health benefits or energy-boosting properties.
While entertaining, the Jamba Juice video is undoubtedly risky. Viewers may actually take the Cheeseburger Chill shake seriously or just get disgusted by the imagery, thereby hurting their impression of the juice chain.
What do you think of the Cheeseburger Chill campaign? Let us know!
What's your investing game plan?View Course »