The Ask:

Jamba wanted to support its Gen-Z-focused rebrand, “Just Gotta Jamba,” with a PR-driven campaign that would generate buzz and reinforce the brand’s alignment with self-expression.

The Insight:

For Gen Z, self-expression isn’t just a personality trait—it’s a wellness essential. In fact, 73% of Gen Z say they need more self-expression to live a happy, healthy life (OCAD University, 2021), highlighting just how central it is to their identity and overall well-being.

The Idea:

Use Jamba’s vibrant smoothie color palette to inspire a bold act of self-expression—a limited-edition nail polish collaboration with Color Department, featuring shades based on the brand’s most popular smoothies.

The Impact:

The collaboration drove a 7,000% spike in web traffic for Color Dept., a notable sales lift, and strong organic engagement on social. Coverage in outlets like Fox Business, Yahoo Finance, and Spoon University reinforced the campaign’s cultural relevance and Gen-Z appeal.

The Execution

Creative Direction: Brett Williams

Art Direction: Elena Gatti