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

The FOMO is real

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. 

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
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