Smoothie King positions their custom fruit-based drinks as a healthy alternative to fast food. Formed in the early 70s, the brand relaunched in 2014 with a new look and new mission: to introduce their smoothies as a way to inspire healthy lifestyles. Important causes like keeping fit, losing weight, enhancing overall wellness, or taking a break gave each smoothie a purpose that went beyond basic fruit juice.
To cost-effectively reach potential new customers and shift the perception of smoothie products from "tasty" to "purposeful", we developed a content marketing platform that kept content across all channels fresh and engaging. We also included the franchisees in the plan, so that customers could experience the brand promise in an integrated way.
With over triple the social interactions, improved local store search, and a so-low-we-can’t-publish digital media cost per acquisition, new stores are opening and sales are continuing to climb.