In 2024, Jamba introduced its new brand positioning Hello Sunshine with the launch of a bold new beverage platform: blended iced coffees. I led the integrated PR strategy, bringing the refreshed brand voice to life across national media, local activations, and social.

We kicked things off by leveraging Jamba’s leadership to tell the Hello Sunshine story through targeted business and lifestyle media, then broadened our reach with an earned media push around the coffee launch. The result was strong national and trade coverage, paired with local buzz through our California-based Sunrise Smoothie Tour, which brought the brand directly to fans through vibrant, in-person experiences.

The campaign wrapped with a national $2.99 Smoothie Day promotion, further driving trial and media interest.

In total, the launch earned 840M+ impressions across 40+ placements including Digiday, AllRecipes, Nation’s Restaurant News, Los Angeles Magazine, and Fox San Diego.