When Jamba introduced blended coffee for the first time, we wanted consumers to experience it in the moment it was made for: the start of their day.

I developed the Sunrise Smoothie Tour, an experiential launch that met consumers in the middle of their existing morning routines. From 5:30 a.m. onward, a fully functioning Jamba Airstream popped up in Los Angeles, San Diego and San Francisco, serving fresh samples alongside sunrise yoga, giveaways and spaces to start the day with a little more sunshine.

The experience brought Jamba's new Hello Sunshine positioning to life while creating a natural introduction to blended coffee ahead of its national launch. I led the integrated PR strategy, partnering across teams to shape the activation, messaging and media approach and extend the experience beyond the three tour stops.

The launch generated 840M+ impressions across 40+ placements, including Event Marketer Digiday, AllRecipes, Nation's Restaurant News, Los Angeles Magazine and Fox San Diego, while the tour engaged hundreds of consumers at each stop.