Smoothie King

Spring, 2024

During my time as a brand strategist intern in Cadency, I had the opportunity to create real client work for Smoothie King.

Smoothie King tasked our team with researching their consumers, and generating a campaign ideas that make Smoothie King a routine destination.

In our research we found: Consumers have designated morning schedules/routines, with the majority of them involving some sort of ‘sweet treat’ early in the day.

In other words, we found that a lot of consumers start their days off involving something similar to one of the following: maybe a Starbucks coffee before school, or a breakfast sandwich, maybe some form of a baked good.

With this insight, I wondered how we could make Smoothie King apart of this routine, in a way that is appealing and makes sense to our consumers.

From this, the “Break-up with Bad Breakfast” campaign and “Little League Sports Jerseys” campaigns were born.

For our “Little League Sports Jerseys campaign, we found:

We found that parents are looking to create routines for their families that foster both healthy habits and fun. These families are a prime candidate for Smoothie King’s target audience. Thus, we sought after sponsoring little league athletes and their families, with Smoothie King’s healthy product line.

We determined that creating a routine that incentivizes young athletes with getting Smoothie King as a ‘post-game treat’ would be valued highly among health conscious families.

For our “Break-Up with Bad Breakfast” campaign, we found:

Smoothie King is a health-conscious brand, offering products that have no added sugars or preservatives and instead use real fruit. Choosing Smoothie King over something unhealthy like a sugary coffee beverage in the morning that will leave you feeling hungry in a hour or two was the focal point of this idea.

Thus, we called on consumers to “Break-Up with Bad Breakfast” and substitute their sugary sandwiches with Smoothie King.