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Over 450,000 trees planted and 200,000 bars sampled!

Odwalla

The Plant a Tree Program partnered Odwalla with all 50 state parks through the America’s State Park initiative. Consumers were invited to “plant” a tree in the state park system of their choice by visiting a custom website to “vote” and view video content submitted by each state. Each vote resulted in $1 dollar donated by Odwalla toward the purchase of trees for state parks. State parks also handed out Odwalla Bars to park visitors to provide a healthy snack at the ‘point of play’.

Objective

  • Connect Odwalla brand to LOHAS lifestyle
  • Drive Odwalla bar trial with LOHAS consumers
  • Demonstrate Odwalla’s commitment to its environmental roots

Solution

  • Plant a Tree program which allows consumer to vote on where they want Odwalla to plant a tree for them via an interactive website and bar sampling at targeted park events

Results

  • 450,000 trees planted
  • Program drove 35% of all web visits and Facebook fans for the brand (during promotion)
  • Strongest PR brand initiative of the year resulting in 60MM impressions
  • 200,000 bars sampled to LOHAS target consumers

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