Food & Beverage

Jamba launches boba, marketing campaign

Provided

September 6, 2022

Jamba fans may now add Strawberry Bursting Boba and Sweet Tapioca Boba pearls to their smoothies, bowls or iced beverages. The boba launch is also the brand's first product announcement to incorporate the ethos of Jamba's brand marketing campaign, "Just Gotta Jamba," aimed at capturing the attention of Jamba's Gen-Z consumers, according to Danielle Fisher, VP of marketing, in a company press release.

"Boba offers an all-new way for our guests to customize their Jamba experience and add even more flavor and fun to their favorite Jamba beverage or bowl, no matter how they want to Jamba," she said in the release. "We know our guests enjoy personalizing their Jamba orders, and we are so excited to see all the ways they enjoy boba for those times when they just gotta Jamba."

Jamba has created an in-app menu category, Boba Favorites, for a quick view popular ways to add boba. Jamba Rewards members may earn twice the points when they purchase from the Boba Favorites category on orders placed between Sept. 12 and Oct. 30.

The Just Gotta Jamba ethos will come to life not only in in-store signage, but also within social, digital and advertising assets and marketing materials for campaign launches, woven into operations and training materials, and through Jamba's team members and the in-store guest experience.