‘Drink Plants’: Suja, Coca-Cola’s juice maker launches ‘first-ever integrated marketing campaign’

The Coca-Cola Co. is juicing up its connection with organic fruits and vegetables.

Coca-Cola’s San Diego-based juice maker, Suja, pushed its mission Monday to the mainstream with its first-ever integrated marketing campaign, “Drink Plants.” The campaign is described on Coca-Cola’s website as a series of short, quirky films ranging in length from six to 90 seconds that show people loving organic plants and produce. The ads end with a cheeky call to action: “Drink plants. Take their power!”

The “Drink Plants” campaign will extend to digital display, social media, “in-gym” displays, outdoor advertising, field marketing and influencer events, according to Coca-Cola. There will also be “wild postings,” which will include a living plant wall and billboards with take-home seed packets.

Greg Rose, Suja’s vice president of marketing, said the brand is trying to be fun, playful and relatable without being “preachy.”

“Our marketing was built on the backs of grassroots efforts like influencer outreach and event sampling, which are still a big part of what we do today,” Rose said on the Coca-Cola website. “We have a solid brand story, but our awareness levels are still relatively low across the country. We hope our new campaign will help to change that.

Read more at Biz Journals: https://www.bizjournals.com/atlanta/news/2018/01/29/drink-plants-coca-cola-juice-maker-launches-first.html