Odwalla® Launches "Campaign Against Ordinary" With Enhanced Social Media Prescence And Festival Sponsorship

Odwalla to bring first-ever "Living Flavor Vending Machine" to major music festivals, while expanding its Facebook community

Odwalla is anything but ordinary, and so are the people who drink it. In 2010, Odwalla joins with its fans to celebrate uniqueness, share interests and entertain fresh ideas through a variety of initiatives, including its newest, "Campaign Against Ordinary."

The campaign kicks off this month with a redesigned Odwalla Facebook page and a Coachella Music Festival ticket giveaway. Coachella, which takes place April 16-18 in Indio, Calif., is the first of three major music festivals Odwalla will be sponsoring. In addition to a first-of-its-kind outdoor lounge and a unique Odwalla Living Flavor Vending Machine and performance stage, Odwalla gave away a pair of Coachella tickets every day for 20 days via Facebook.

"Since its founding in 1980 by three musicians who wanted to make great juice and build a business with a heart, Odwalla has always produced products that were anything but ordinary," said Jason Dolenga, Brand Manager, Odwalla. "This year, we're creating a fresh blend of experiences, via music festivals and social media, that will showcase the uniqueness of our brand -- and our fans -- in an extraordinary way."

Festival Sponsorship
Odwalla's presence at sponsored music festivals will include an Odwalla Outdoor Lounge. The centerpiece of the experience will be the newly created "Odwalla Living Flavor Vending Machine" -- part innovative sampling booth, part performance stage and part advocate podium.

This unique stage will feature DJs, musicians, films/filmmakers, storytellers, open mic auditions and other interesting talents from people who share Odwalla's passion for fresh perspectives and artful combinations.

Engaging Fans Online
The redesigned Odwalla Facebook page will be highly interactive and will serve as a hub for Odwalla news and activities taking place throughout the year. A feature will be added later in the year to allow fans with particularly interesting or unusual talents to upload videos for a chance to perform at the Odwalla Living Flavor Vending Machine at the Bonnaroo and Outside Lands music festivals.

The campaign will be supported by Facebook advertising, in-store POS materials, and public relations activities.

About Odwalla
Odwalla, Inc., the nation's leading natural health beverage company, delivers nourishment coast to coast with the Odwalla family of juices, juice drinks, soy beverages and nourishing food bars. Odwalla has been making juices and innovating in the natural health beverage category for more than 25 years. Its nourishing beverages and food bars are available in natural food stores, select supermarkets and specialty outlets throughout the country. To learn more about Odwalla products and Odwalla's commitment to the environment, please visit www.Odwalla.com or call 1.800.ODWALLA. Also follow Odwalla on Facebook and Twitter (@Odwalla).

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