In five short years, Suja has grown from a small home-delivery operation created by four passionate juicers in the San Diego area to a nationally distributed retail brand. The company is now bringing its mission to democratize organic, cold-pressed juices to the mainstream with its first-ever integrated marketing campaign.
“Drink Plants” celebrates the often-taken-for-granted power of plants. A series of short, quirky films ranging in length from six to 90 seconds shows people loving organic plants and produce as a female narrator gushes about their appeal.
“Hi, we’re Suja, and we love plants,” she says as one ad opens. “OK, to be honest, we’re obsessed with them. And if you love plants as much as we do, you wouldn’t just eat them, you’d crush them up and squeeze their tasty, juicy insides out. You’d cold press them and never heat them. Then you’d pour those delicious organic nutrients into bottles to create different flavors of Liquid Sunshine.”
The clips conclude with the cheeky call to action: “Drink plants. Take their power!”
“Drink Plants” will extend to digital display, social media, “in-gym” displays, outdoor advertising, field marketing and influencer events. “Wild postings” – which will include a living plant wall and billboards with take-home seed packets – stay true to Suja’s roots as a startup, word-of-mouth brand.
“Our marketing was built on the backs of grassroots efforts like influencer outreach and event sampling, which are still a big part of what we do today,” said Greg Rose, Suja’s vice president of marketing. “We have a solid brand story, but our awareness levels are still relatively low across the country. We hope our new campaign will help to change that.
He added, “Once people try Suja, we know they come back again.”
“Drink Plants” takes a whimsical, yet informative, approach to cut through the crowded, complex world of natural foods marketing. “It can get complicated and confusing, and difficult for people to understand,” Rose said. “Our goal with this campaign is to elevate the Suja brand and simply show the energy, care and passion we put into every bottle.”
The plant-based movement has generated a groundswell of buzz in recent years as high-profile athletes and entertainers commit to a vegan or vegetarian lifestyle and average joes take steps to incorporate more plants into their diets.
“Our brand celebrates balance and a range of healthy lifestyles, but we’re not preachy,” Rose said. “We try to be fun, playful and relatable.”
Suja produces close to 50 SKUs across a range of categories, including three cold-pressed juice lines (Classic, Elements and Suja), probiotic waters, drinking vinegars and Kombuchas. Suja is sold in grocery stores and mass retailers nationwide.
In August 2015, Suja received a minority investment from The