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Soft drink maker Odwalla plans to celebrate its unusual products and connect more strongly with fans through a “Campaign Against Ordinary,” which rolls out this month with a redesigned Facebook page and a Coachella Music Festival ticket giveaway.
Coachella, which takes place April 16 to April 18 in Indio, Calif., is the first of three major music festivals Odwalla will sponsor. As well as an innovative outdoor lounge and a cutting-edge Odwalla Living Flavor Vending Machine/performance stage, the brand gave away a pair of Coachella tickets daily for 20 days on Facebook.
“Since its founding in 1980 by three musicians who wanted to make great juice and build a business with a heart, Odwalla has always produced products that were anything but ordinary,” said Jason Dolenga, brand manager at Half Moon Bay, Calif.-based Odwalla. “This year, we’re creating a fresh blend of experiences, via music festivals and social media, that will showcase the uniqueness of our brand — and our fans — in an extraordinary way.”
Odwalla’s vending machine/performance stage at sponsored music festivals will feature DJs, musicians, films/filmmakers, storytellers and open-mic auditions, among other demonstrations of talent.
Redesigned to be highly interactive, the new Facebook page will serve as a hub for Odwalla news and activities happening throughout the year. A feature will be added later this year to enable fans with interesting or unusual talents to upload videos for the opportunity to appear at the vending machine/performance stage at the Bonnaroo and Outside Lands music festivals.
Facebook advertising, in-store POS materials and public relations activities will publicize the campaign.