LTO Product Launch Campaign

INPUT
Even with leading status in their industry and a recognizable brand presence across all markets, Smoothie King felt there was still room for more—more reach, more innovation, more reasons to choose Smoothie King. After conducting an extensive and competitive agency review, Smoothie King decided GERTRUDE was the right partner to lead their strategic evolution to a lifestyle brand with bold ideas, breakthrough creative, and fully integrated expertise. Recharging active initiatives such as Clean BlendsTM—focused on delivering their guests only clean ingredients, without any artificial additives, GMOs, trans-fats, gluten, or un-needed sugars—and preparing to roll out new products and campaigns, GERTRUDE constructed a clear, strategic path for Smoothie King’s dominance.

OUTCOME
Beginning with National Smoothie Day, June 21, GERTRUDE launched the “#SmoothieItOver” campaign that nods to notorious feuds while inviting Healthy Rewards members to smoothie it over with a friend or “former friend.” Immediately following, GERTRUDE’s “#OriginalAF#SlimAF” campaign spotlighted the brand’s legendary Angel Food smoothie with a playful twist—informing guests they now have a choice between Angel Food Original, or brand new, equally delicious Angel Food Slim without added sugar. And in the ultimate play to claim their stake in the coffee drinks industry, Smoothie King rolled out their new line of ‘Espresso’ and ‘Cold Brew’ Smoothies with the help of GERTRUDE. With efforts across digital and social, and brand activations in some of the country’s biggest hotspots—CHI, ATL, DAL, NOLA – Smoothie King successfully brewed up some great buzz in the coffee industry.