Odwalla, the high-end juice maker, is launching a marketing initiative called 'Campaign Against Ordinary' that is centered on its Facebook redesign and a Coachella Music Festival ticket giveaway.

Coachella takes place April 16-18 in Indio, Calif., and is the first of three major music festivals Odwalla will be sponsoring. Odwalla gave away a pair of Coachella tickets every day for 20 days via Facebook. There will be an Odwalla Outdoor Lounge at the events, including an "Odwalla Living Flavor Vending Machine" - described by Odwalla as part sampling booth, part performance stage and part advocate podium.

The redesigned Odwalla Facebook page will be more interactive, including a feature that will be added later in the year to allow fans to upload videos for a chance to perform at the Odwalla Living Flavor Vending Machine at the Bonnaroo and Outside Lands music festivals.

Juice Equals Famous Musician

The intention of the campaign appears to be getting consumers to associate the drinks with popular musicians, writes Inside Facebook."The Coachella music festival, happening April 16-18 near Los Angeles, will host the first part of the campaign. But the full concept won’t go live until the other two festivals it's planning to be at, Bonnaroo and Outside Lands," it said.