Suja Juice has launched a flavor shrouded in mystery, it seems, and has swooped some stars to endorse it, resulting in the product being sold out within days of the launch.
"The only thing we spent money on was making and shipping the product. No one was paid for their endorsement," Suja CMO Heather MacNeil Cox told Ad Week, which reported that the 1,000 bottles available sold out within three days of the introduction, crashing the Suja site. "We chose influencers that have been organic fans of the brand since the beginning, people that love and drink Suja on their own. The Midnight Tonic surprise shipment was a way to thank them for their support, and also re-engage in a conversation about something new and cool."
So celebrities like Eva Longoria, Kristin Cavallari, and Jesse McCartney, and even brands like Pop Sugar, took to various social medias like Snapchat and Instagram to promote the campaign that used no ad agencies and no dollar incentives.
The product was part of Suja's 2016 "Surprise + Delight" initiative, rewarding fans with unexpected gifts and serving as an ifluencer- and fan-focused campaign.
"When a brand does something unexpected, something that gives back to its loyal fans, it really breaks through in a way other tactics do not," Cox told the news source.
Suja organized a social listening campaign and delivered Midnight Tonic cold-pressed juices with #ItstheJuice to fans, targeting those using such hashtags as:
"I think it is more important than ever to look beyond advertising, both traditional and non-traditional, to stay connected with consumers," Cox finished. "We as consumers are programmed to see not only more, but also better optimized, advertising every day."
A breakdown of Midnight Tonic includes:
It is described as having slightly sweet flavor, with a bit of a ginger kick, resulting in an all-black, superfood beverage, with the packaging developed by design agency Bex Brands and its PR handled by Covet.
A product Suja credited as for the fans, Midnight Tonic generated 13 million social impressions just over two weeks after its Sept. 9 launch.
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