Odwalla kicks off its “Campaign Against Ordinary” this month with a redesigned Odwalla Facebook page and a Coachella Music Festival ticket giveaway.
Coachella, which takes place April 16-18 in Indio, Calif., is the first of three major music festivals Odwalla will be sponsoring. At the festivals, the company will feature a first-of-its-kind outdoor lounge and a unique Odwalla Living Flavor Vending Machine (part sampling booth part performance stage and advocate podium). The unique stage will feature DJs, musicians, films/filmmakers, storytellers, open mic auditions and other interesting talents from people who share Odwalla’s passion for fresh perspectives and artful combinations.
In addition, Odwalla gave away a pair of Coachella tickets every day for 20 days via Facebook.
“Since its founding in 1980 by three musicians who wanted to make great juice and build a business with a heart, Odwalla has always produced products that were anything but ordinary,” said Jason Dolenga, brand manager, Odwalla. “This year, we’re creating a fresh blend of experiences, via music festivals and social media, that will showcase the uniqueness of our brand-and our fans-in an extraordinary way.”
The redesigned Odwalla Facebook page will be highly interactive and will serve as a hub for Odwalla news and activities taking place throughout the year. A feature will be added later in the year to allow fans with particularly interesting or unusual talents to upload videos for a chance to perform at the Odwalla Living Flavor Vending Machine at the Bonnaroo and Outside Lands music festivals. The campaign will be supported by Facebook advertising, in-store POS materials, and public relations activities.