Smoothie King Gets a Logo Refresh

Hires new marketing lead

Smoothie King has a new logo and a new top marketer.

The fast-food juice chain, which has some 651 locations globally—524 of them in the U.S.—revealed its newly redesigned brand icon, the first in 20 years, after a year-long process working with Dublin, Ohio-based design agency WD Partners.

That follows the hiring of a new vp of marketing, David Moore, most recently CMO at Spin Fresh, a seller of commercial fryers. Moore, who started at Covington, Louisiana-based Smoothie King in late June, also brings fast-food marketing experience from his days as a regional account director at Leo Burnett, where he led the agency's McDonald's business in South East Asia and China.

The majority of Smoothie King's international locations are concentrated in South Korea, where the brand's current owner and CEO, Wan Kim, opened the first franchise outside the U.S. in 2003. Kim helped grow its South Korea presence to some 130 stores over 10 years, before buying the company from its founders last July.

Moore will report to president and chief operating officer Tom O'Keefe, The company's last vp of marketing, Bobby Williams, left the company in April. O'Keefe started in January.

Moore's mandate will include bringing more structure to the company's processes for marketing and new product innovation, said O'Keefe. In addition to WD Partners, it has in recent years used Dallas-based Mercury Werks, and currently works with Saeger Media Group on public relations, social media and creative. Among the brand's recent campaigns is a six-week social media push earlier this year, created by Saeger. 

Smoothie King spent only $100,000 on media in 2012, per Kantar estimates.

The brand aims to triple its number of U.S. locations over the next five years, while quadrupling the number of locations outside the U.S. With a marketing budget funded by contributions from franchises, an increased domestic footprint could also mean increased marketing spend, O'Keefe said.

Competitor Jamba Juice has more than 800 locations around the world. Dairy Queen has more than 6,000.

Smoothie King's new logo will be followed by redesigned stores. 

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