Why We’re Challenging Our Guests to Rule The Day
At Smoothie King, we’ve dedicated ourselves to helping our guests achieve their health and fitness goals. To challenge our guests to find their purpose and accomplish their wellness objectives, we rolled out our Rule The Day™ marketing campaign this year.
The campaign complements our Clean Blends initiative and encourages our guests to rule their day with our better-for-you smoothies. It consists of an extensive mix of traditional mediums – including in-store signage, billboards, TV and radio advertisements – and digital marketing, all with the goals of clearly communicating our brand story to our guests, growing brand affinity and driving sales for our franchisees.
Connecting Consumers with Our Mission and Vision
Our brand purpose, mission and vision have always been to inspire people to live a healthy and active lifestyle. We aim to achieve that mission by offering delicious, healthy options with a purpose for our guests.
The Smoothie King mission and vision drive everything we do, including each and every product on our menu. Our latest campaign is the manifestation of that brand mission and vision, and it’s our way of connecting with our guests so they really understand our purpose. We want to be on that wellness journey with them – whatever it may be. Whether a guest finished a marathon or just survived their day, we want to be a part of their life and journey, and help them conquer and rule the day.
A lot of our loyal guests know what the Smoothie King mission is, and they live and breathe it. However, many new guests had a perception that our products are more of a treat. With that in mind, we knew we needed to find a way to connect with consumers and more clearly communicate our mission and vision.
With the ever-increasing demand for cleaner ingredients, menu transparency and engaging marketing campaigns, now was the perfect time for us to tell that story. By giving our brand story and our guests the royal treatment with this campaign, we expect to increase brand affinity and, ultimately, success for our franchisees.
Cementing Smoothie King as a Lifestyle Brand
Increasingly, consumers don’t want to be sold to, and they’re not just looking for any run-of-the-mill product to meet their needs. Rather, they’re seeking out lifestyle brands that share their values and represent their character.
For example, when you think about people who live a healthy and active lifestyle, what brands come to mind? Maybe Lululemon, Nike or Under Armour. By building a connection between our brand and health and wellness, we aim to become a part of our guests’ way of life in a similar fashion.
The fact that our menu is so purpose-driven is very unique, and it has already propelled us to be such a beloved lifestyle brand with such a strong degree of brand loyalty and affinity. Rule The Day is part of our evolution toward becoming not just a smoothie brand but a part of our guests’ health and fitness journeys.
As CMO, my No. 1 job in marketing is to drive unit-level sales for franchisees, making sure guests are buying our products and coming into the stores. At the base of all our decisions is what will benefit our franchisees, and ‘Rule the Day’ is the right communication of our brand message at that unit level. It has only been a few months since the campaign’s launch, but we’ve already seen a strong, positive response to Rule The Day both internally and externally among consumers.