Juice Plus Goes Viral

How do they do it? 

Bobbie Atkinson October 2015
Juice plus is a whole food based nutrition which includes juice powder concentrates from thirty different fruit, vegetables and grains; that is supposed to be the difference between what the customers are supposed to eat and what they do eat. It comes in different forms such as fruit, vegetable and berry capsules that you take each day, or shakes that go along side the consumers meals. Each type of capsule and shake are supposed to have different types of benefits, which gives the company and representatives an advantage to aim their products at different audiences. For example the benefits of the berry capsules are clearer skin, quicker hair growth and an increase in energy levels, this means Juice Plus is not only for people wanting to loose weight or improve their health. 

Juice Plus has been so successful not only because of the physical results, but because of how clever the company has been with experiential marketing techniques. Within marketing schema is a set of beliefs that everyone has, and certain groups of consumers may also have the same beliefs. It has been clear this year that most young women between the ages of 16 and 25 have been focusing on getting fit, healthy, and improving their overall well-being.  The staff marketing this product have noticed this and used it to their advantage. Social media has been the main source for marketing as Facebook, twitter and Instagram are the best and quickest ways of reaching out to their target audience.

There are thousands of Juice Plus representatives working on-line to promote the product and share their experiences and progress with the world. Whilst focusing on the potential consumers schema they also use sensory marketing by stimulating the audiences visual, taste and hearing senses throughout the promotions. They firstly do this by posting motivational videos of eating plans, exercise routines and inspiring messages to encourage people to either carry on buying the product or to start the journey to improving their health. Taste and visuals are focused on a lot throughout the marketing as representatives post photos of healthy and nutritious meals and shakes, aiming to encourage people to eat healthier along side their Juice Plus programme. Consumers will then see an improvement in their weight loss resulting in them continuing to purchase the product.

Priming is a process that adds layers to the marketing material to keep the consumers interested long enough so that they are 'hooked' to the product and make a purchase. Juice Plus is extremely consistent with this method as not only do they advertise straight from the company to the public, they ensure their representatives update social networking sites daily and sometimes even hourly promoting how well their consumers are doing and how well the representatives are doing themselves. It has become almost impossible to scroll down Facebook and not see a post about the product.

It is clear the company has been successful with the amount of people on-line using the product and seeing fantastic results. I believe not only from a marketing perspective but also from a personal perspective that the techniques used have been a success because I personally have purchased this product after seeing the constant inspiration and encouragement on social media. The only weaknesses is that the product is mainly aimed at younger people, however with the benefits of Juice Plus for overall health it should be targeted more broadly so that everyone has the equal opportunity to hear about this product. Also all Juice Plus products are only for sale on-line therefore people who do not have access to the internet are not able to purchase this product. 



This rating has been chosen as it is clear the marketing techniques have been successful however as it did not result in me personally purchasing the product it does not deserve five stars.