How a Juice Brand Used Unpaid Celebs to Get Fans Clamoring for a Drink Made of Charcoal

The FOMO is real

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Never mind goji berries, chia seeds and kale. On Sept. 9, Suja Juice, a trendy entry in the ongoing battle for our superfood dollars, released Midnight Tonic, an all-black, limited-edition beverage that it spent weeks seeding, without explanation, to health-conscious celebrities with active social media lives. 

The mysterious drink, of which only 1,000 bottles were available, crashed the site and sold out within three days of launch.

"The only thing we spent money on was making and shipping the product.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in