• by Karlene Lukovitz  @KLmarketdaily, May 9, 2012

A new Odwalla campaign aims to build loyalty by integrating the brand’s “goodness” benefits with real-life good-works messaging and engagement activities across platforms.

The effort, taglined “Goodness Grows Here,” includes a Web site redesign, Facebook page features highlighting good works as well as brand goodness/benefits, an email campaign, marketing partnerships and paid online and traditional media. Spearheaded by the brand’s lead digital agency, 360i, it targets consumers 18 to 34.

The redesigned site uses “papercraft” graphics that lend a scrapbook feel and pull-tab animations. The goal, according to 360i, is to help visitors “feel” the brand’s “whimsical” nature while more effectively presenting Odwalla’s beverages and food-bars product portfolio.

Several “Earth Month” activations on the site led up to the May 7 launch of the digital aspects of the campaign.

Other elements of the campaign:

*Odwalla’s Facebook page is serving as a hub for offering tips and suggestions for daily good deeds, and for highlighting some of the most inspiring acts of “goodness” submitted by brand fans.

*A “Mission Goodness” email campaign will seek to rally brand fans to do good, as well as provide updates on how Odwalla is helping to foster good out in the world. Emails will be sent to opt-ins every 30 to 45 days.

*Odwalla is a launch partner with National Geographic for its “Good Traveler’s” section, and sponsor of the NG brand’s new “Travel Favorites” social hub.

*Odwalla will encourage fans to incorporate nature and outdoor/”green” activities in their lives through its own “LivingSocial Adventure” events (such as kayaking, paddle boarding and biking). 

*Paid digital elements include a Facebook media rollout, individual media placements that include social extensions, and online banner ads that promote “goodness” with headlines such as “Goodness Grows Here” and “Shake Well. Live Well. Get Good.” Odwalla will also be the official launch sponsor for SAY Media’s Gardenista channel, to be part of its Remodelista.com channel. 

*Paid offline media include ads in Women’s Health, People Weekly, Fitness Magazine and Men’s Fitness, plus out-of-home in the Boston, New York, Los Angeles, Seattle and San Francisco markets.

In addition to 360i, agencies contributing to the campaign include Starcom MediaVest Group, Hatch Design, LeadDog Marketing Group and Fast Horse.