The highlight of the prank was when Ellen instructed Adele to say there was

something similar to Jamba Juice in Britain called “Swishy Chug.” Knowing

viewers of the prank would most likely take to the Internet in order to investigate

Swishy Chug, our idea was to create a fake brand around it, and use it as a

means of driving both positive sentiment and sales for Jamba Juice.

The timeline for executing and implementing Swishy Chug was approximately 6

hours; between the time the video was released online, and the time it aired live

on Ellen’s show. The first step of the execution was building a brand for Swishy

Chug. That included creating a logo, a tagline, a look & feel, and even a brand

voice, which would be expressed across different mediums. Then, we created

Swishy Chug’s signature product, “Rolling in the Beets”, which was based on a

smoothie recipe Adele described. We also created four more signature flavors

inspired by the prank, which lived on swishychug.com. We also created a

Twitter account, which went live immediately and required a team of community

managers working around the clock to capitalize on the engagement. We even

released a video of an employee creating the “Rolling in the Beets” smoothie to

keep the conversation going.

+3.4 billion impressions +10 million in earned media +62,000 unique

conversations +400% engagement +1,200 publications +120,000 coupons

downloaded 32% increase in sales on the day of the activation. Over a 2

week period sales were up by an average of 19.33%. YTD, Jamba Juice went

from –2.08% to +2.62%, an upward swing of 4.7%. $0 spent on media.