Posted by Barry Silverstein on June 2, 2010 02:00 PM
How does a juice brand stand out in the ultra-competitive bottled drink market? In Odwalla's case, by planting trees.
Through its Plant a Tree program, Odwalla has donated 160,000 trees to America's state parks since 2008. Last year, 11 states were the beneficiaries of Odwalla's donations but this year, Odwalla has expanded the program to include all 50 states.
To plant a tree, consumers just need to visit its website through August 15 and click on the state in which they'd like to see trees planted. The company reports it has already planted over 33,000 trees this year.
The brand is leveraging its digital efforts and social media footprint to extend the initiative.
Fans of Odwalla on Facebook are encouraged to get their friends to plant trees. When a fan gets 100 friends to participate in the program, that fan will get a "virtual forest" planted in his or her name.
"It was great to see the overwhelming response to the Plant a Tree program in its first two years and we're delighted to be able to expand its reach to all 50 states in 2010," says Chris Brandt, the brand's VP of marketing.
"Odwalla began with a simple vision to make great juice, do good things for the community and build a business with heart. The Plant a Tree program is just one of the many ways we are able to recognize this vision today."
The maker of juices, soy beverages and food bars runs the Plant a Tree program in partnership with America's State Parks.