Amazon Sampling Jamba Juice

It used to be only health nuts and marathoners would down fruit smoothies with weird names. But now one Bay Area company is trying to widen the appeal.

Jamba Juice, the California chain known for its made-to-order smoothies with names like Peach Pleasure and Citrus Squeeze, has tapped Amazon Advertising to handle branding and some advertising. The decison follows a review of several undisclosed Northern California agencies. Initial billings are expected to pass the $1 million mark.

Lynda Pearson, creative director at Amazon in San Francisco, said Jamba is an ideal client because it offers people on the go an appealing alternative to burgers and french fries.