| Title | Swishy Chug: The Fake Brand That Led to Real Results. |
| Agency | Zimmerman Advertising |
| Campaign | Swishy Chug |
| Advertiser | Zimmerman Advertising |
| Brand | Jamba Juice |
| Date of First Broadcast/Publication | 2016 / 2 |
| Business Sector | Fruit Juices & Drinks |
| Story | On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. How did we respond? We came back with a prank of our own. |
| Philosophy | On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. The highlight was when Adele said there was something similar to Jamba Juice in England called “Swishy Chug,” which was a made-up name. The video was posted on Ellentube in the morning and would air on national Television in the afternoon. So we had to act quickly. Solution We came back with a prank of our own and created the Swishy Chug Brand. By the time the segment aired on The Ellen Show, we had built the brand from scratch including a logo, a website, a tagline, a look & feel, 5 signature smoothies, and even a Twitter account with a brand voice. When the Internet lit up with conversations about Jamba Juice and Swishy Chug, we were ready with a team of community managers to keep the conversation going and promote our smoothies. |
| Problem | How do we respond in real time to a prank and turn it into an opportunity to promote our smoothies without a budget? |
| Result | +3.4 Billion impressions +$10 Million Earned Media +1200 Publications +400% Engagement +62,000 unique conversations Sales increased by 32% on the day of activation, then sustained a 19.33% average increase over a 2-week period. YTD, sales went from –2.08% to +2.62% — for a swing of 4.7%. |
| Media Type | Case Study |
| Length | |
| More Information | swishychug.com/casestudy |
| Copywriter | Vinny DeAraujo |
| Creative Director | André Felix |
| Art Director | Sebastian Fernandez |
| Art Director | Victor Reiss |
| Creative Director | Jesse Potack |
| Creative Director | Xionel Lopez |
| Copywriter | Jeff Schermer |
| Chief Creative Officer | David Nathanson |