There can be only one “original,” and Smoothie King staked its claim to this title when it created the nutritional smoothie over 30 years ago. Being first has its privileges – there are now over 325 Smoothie King locations worldwide, where health-conscious customers indulge in “Power-Punch,” “Hulk” and “Almond Mocha” smoothies. Shirley/Hutchinson was asked to create Smoothie King’s first-ever national marketing campaign. The challenge was not only to build awareness of a new line of Low-Carb smoothies, but also to brand Smoothie King as a meal replacement for people with healthy lifestyles. Shirley/Hutchinson tackled both challenges simultaneously. Guerilla research quickly revealed insights into why people drink smoothies. Leveraging this strategy, Shirley/Hutchinson created a branding and promotional direct mail campaign. To amplify the impact, optional instore POP components were offered. The response from frontline franchisees was overwhelmingly positive. It set a benchmark for future advertising, but – more importantly – for future return on investment.