Perspective

How Jamba Put Smoothies on the Map

Now pushing 30, the brand is still squeezing all it can from the fruity segment it pioneered

It’s not like nobody had ever thought of mixing juices before, but Jamba’s formula of appetizing combos and alarmingly enthusiastic associates offering to “boost” your drinks was a perfect match for health-conscious Gen Xers.Courtesy of Jamba Juice
By Robert Klara

August 19, 2019

Two years ago, Saturday Night Live aired a skit featuring Kenan Thompson and Beck Bennett stranded in the desert and dying of thirst. As Bennett gazes blearily into the distance, a wondrous vision appears. It’s a chipper young man wearing an apron and standing at a counter. He’s holding up an ice-cold yellow smoothie. “Bananamatazz with a zinc boost—for Mark!” he yells.

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This story first appeared in the Aug. 19, 2019, issue of Adweek magazine. Click here to subscribe.

Robert Klara

Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.

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