Once upon a time, 16-year-old me had typical teen job working concessions at a local arena. It did have its upside because I was technically in attendance at every concert there and also got to watch lots of hockey fights, but ANYWAY…
One very memorable concert we had was headlined by Nelly. Why, you ask? Because Nelly had his own special beverage that we were required to sell at the show.
I remember our supervisor, who was probably 21 and kinda old-ish in my eyes at the time, trying to ignore everyone’s snickering and control his voice as his radioed our manager to ask “So… Catherine… how much are we charging for the… Pimp Juice?”
This is how I imagine Whole Foods workers feel about the Mockingjay themed Courage of One juice.
Sure, it’s way less ludicrous than Pimp Juice (which seemingly received its own parody in Tropic Thunder with the fictional “Booty Sweat” energy drink), but it’s still odd. Not just because it’s called “Courage of One” juice, though we refute that whole tagline for pretty obvious reasons, but because it’s a juice based off of Mockingjay. And there’s nooooo good names for a Mockingjay juice. Because Mockingjay doeesn’t ave anything to do with juice and it’s kinda silly! It’s okay to giggle at it. REALLY!
But if food is the way they’re sponsoring these films, we’re going to take Whole Foods over Doritos and the various candy companies involved. First, because using something delicious yet extremely unhealthy and fattening to advertise a film in which a major issue is starvation just seems twisted and cruel. Second, because Whole Foods is the ONLY sponsor this time around who has any intentions to use their partnership with Mockingjay to fight back against poverty.
Whole Foods is home to the Whole Planet Foundation. Every time you buy a ridiculously named juice, a dollar of your money goes to this foundation, which provides loans to low-income entrepeneurs both in the US and abroad to start their own businesses and better their local economy.
Too embarrassed to go into a Whole Foods, grab a Courage of One juice, and try to look into the cashier’s eyes and feel their judgement as you pay? We are too. Thankfully, you can also go to the Whole Planet Foundation’s Courage of One page. There, you can make a donation, design a t-shirt, upload photos, watch videos, write essays, etc– and oh, be entered for a chance to win Mockingjay premiere tickets for every one of these! It’s a symbiotic relationship, y’all!
Is it a perfect campaign? The COURAGE OF ONE JUICE campaign? I just… *gigglesnort* Probably not? But are you really getting more satisfaction out of scanning labels for a few graphics and 5-second videos?
Though This Juice Could Be Made From Wheatgrass Or Something Equally Awful…
The Girl With The Pearl