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Millions of New Year's resolutions—proclamations towards better health/fitness, in most cases—are probably already in tenuous shape. And that’s precisely why Smoothie King is launching a six-week social media campaign dubbed "Lean Into Life" today rather than at the beginning of January.
"We're launching this campaign right as people start to waver—when they are most in need of support and motivation," Bobby Williams, marketing vp at the beverage company, told Adweek.
Metairie, La.-based Smoothie King will run Facebook ads from now until March to push a weekly contest that will present "challenges" to consumers.