Naked Juice Campaign by

Brandy Cohn & Sara Chroman

So here’s the situation. In 1983, Naked Juice was created in Santa Monica,

California by Jimmy Rosenberg who sold the fruit drinks on a small-scale basis at local beaches and boardwalks. Soon after, as a result of his fast popularity, a local grocery store agreed to carry the product called “Naked Juice”. Distribution soon expanded over the West Coast to include Los Angeles and the San Diego region. In 2000, North Castle Partners purchased Naked Juice, and its distribution expanded rapidly to include the East Coast. In 2005, Naked Juice rebranded its company, and became the leader in their industry market segment, surpassing former sales leader, Odwalla.

The Naked Juice Company is committed to “creating the best all-natural, 100% juices and juice smoothies, made from the bare-naked fruits, with no added sugar and no preservatives.” Then in 2006, Naked Juice was purchased by PepsiCo, possibly in response to the purchase of rival Odwalla by Coca-Cola. Naked Juice products are highly perishable, and must be kept below 38 degrees.

So here’s the situation. Currently, the Naked Juice product line consists of

upwards of 20 variants of the juice blend, which are 100% fruit and vegetable juices. Some juices are produced in a juice form, while others resemble smoothies. Flavors include: strawberry banana, blue machine, and orange mango. Naked juice variants have been produced with a specific health benefits in mind, which include: aiding digestion, increasing protein intake, and reducing caloric content. In addition, Naked Juice introduced a Probiotic smoothie that helps to aid in digestion. Naked Juice also created two reduced-calorie smoothie based products. Each bottle of Naked Juice contains one pound of fruit, which is equivalent to the two servings of the recommended five per day.

In 2009, Naked Juice became the first beverage with national distribution in the US to implement PET (polyethylene terephthalate) packaging, which is 100-percent post-consumer recycled plastic.

With these changes, Naked Juice is quickly rising in national popularity, and within the super-premium juice market.

America the Beautiful. As the current contemporary society is in the midst

of an economic recession, individuals are forced to sacrifice some unnecessary luxuries, in favor of basic needs. Due to the substantial decrease in discretionary funds, many people, across this specific age cohort, are forced to limit their funds devoted to luxuries. With this in mind, many times health is sacrificed in favor of ease and low cost.

However, there is also a push towards healthy living. People are concerned with living fulfilling and healthy lives; however, many times this is not in the forefront of their minds each day. Individuals, specifically young adults, are willing to invest more in products they deem to be beneficial (health benefits/intangible benefits).

America the Beautiful. In recent years, there has been a surge in the premium

juice market category, with an average growth of 2.6 percent each year. This rapid growth, estimated to be a $1.5 billion dollar market in 2012, reflects a growing trend toward healthy living. With busy schedules plaguing those in our contemporary society, people can make a healthier decision by grabbing a juice, rather than fast-food. In addition, due to the pricier nature of these premium juices, demand is usually concentrated in the upper-middle class market segment. Individuals, are willing to invest more in products they deem to be beneficial. Simply put, individuals want to see that their investment (i.e. purchasing a juice) merits a favorable return.

As a futuristic society, many times individuals do not take the necessary time to appreciate all that life has to offer. Often, they conform to what society deems “normal” in order to fit in and prosper. Although people are proud of their heritage, who they are, and what they may eventually become, sometimes people are weary to express this outwardly.

Why Are We Here? We are advertising to position Naked Juice as a

leader in the super-premium juice category that aims to please its customers by offering health benefits unmatched by other premium juices. Our advertising seeks to emphasize the all-natural ingredients and health benefits associated with Naked Juice. By allowing consumers to outwardly acknowledge the health related benefits of Naked Juice, consumers feel empowered. We want individuals to think of Naked Juice as a product that uses its attributes to better their health, better their decision-making, and make them proud of themselves. Consumers should think of Naked Juice as a dually beneficial product, working to provide tangible and intangible benefits to consumers.

Ready, Aim…

In this specific advertising campaign, our target audience is young health conscious females ages 18-29. This facet is comprised of a variety of individuals, which include, but is not limited to: college students, young professionals and young mothers.

What Women Want. Individuals today live incredibly busy lives,

regardless of geographic location and occupation. Many times, young women ages 18-29 are extremely concerned with healthy living and healthy eating. Young women in this age cohort are conscientious of their health, but are also extremely busy, and thus do not always choose the healthiest food products.

Today’s young women are always seeking out ways to set themselves apart from those around them. In addition, they thrive on societal approval by pushing themselves to be the best they can be. They want control over health and well being, but sometimes do not have the spare time to devote to making the right nutritional choices. They need this one part of their lives to be clear-cut and the benefits tangible.

Fruity Foes.

Naked Juice’s primary competitors include Odwalla Juice, Bolthouse Farms, Hansen’s Natural. The above juice companies offer 100% all-natural juice drinks.

Life Gives You Lemons… In 2005, Naked Juice surpassed its industry

competitor Odwalla as the leader in the super-premium juice market due to a rebranding campaign. In 2006, Pepsi bought Naked Juice, and thus a new branding process is on the horizon as it spreads to all 50 states plus Canada and the United Kingdom. Naked Juice has not traditionally been marketed on a widespread basis. The brand has relied heavily on its share of the market along the West Coast, and has typically been under-marketed in the Northeast, Midwest, and Mid-Atlantic.

In order to tackle this communication problem, a national Naked Juice campaign should be implemented in order to generate awareness and stimulate sales in these regions. In addition, Naked Juice has a unique marketing slogan, “Nothing to Hide”; however, it needs to be further developed and built upon in order to resonate with consumers.

Heart & Soul. •  Focus of Sale: The focus of sale is to

convince young health-conscious women ages 18-29 that by choosing Naked Juice, they can make healthy decisions that they will be proud of and eager to display.  

•  Support: The support is that Naked Juice is a health-conscious company. Specifically, Naked Juice contains a pound of all-natural fruit in every bottle, which is equivalent to two of the recommended five fruit servings per day.

•  Tone and Manner: The tone of the advertising should be colorful and inviting, while providing a sense of value and perspective.

Nothing to Hide.

INGREDIENTS:1 golden kiwi, 1 banana,2 apples, a hint of passion fruit, a hint of pineapple...

Click to addNaked Juice

Radio Stations:

WorkoutNaked

or

ChillNaked

nakedjuice.comyoutube.com/NakedJuiceNation

facebook.com/NakedJuice

Find us at:

Pandora Radio 60 Second Spot:

•  Starts with beachy music (Nothing to Hide by Rebel Souljahz) and street sounds come in.

•  Woman 1: Excuse me Miss, can I peek in your grocery bag for a minute?

•  Woman 2: (A bit frazzled) Sure? (Unsure tone, confused) •  Woman 1: Here we go! Could you please read the ingredients on

this granola bar wrapper for me? •  Woman 2: Sure, “Hydrogenated soybean and cotton seed oils,

Sodium Bicarbonate, Caramel Color…” •  Woman 1: Do you know what any of those ingredients really are? •  Woman 2: Well, no but I got this in the health food section of

the store, so it can’t be that bad? Right? Oh gosh, I should probably just put this away.

•  Woman 1: Here’s something that may be a bit easier. Try this one! It’s the Gold Machine flavor of Naked Juice!

•  Woman 2: Apple, Pineapple, Kiwi, and Passion fruit juice… Wait, can I have one of these?

•  Woman 1: Absolutely! (Song fades in again-saying “Nothing to hide…”) Naked Juice puts one pound of 100% all natural fruit ingredients into each bottle! With ingredients like ours, there’s Nothing To Hide.

Pandora Radio For our broadcast, we decided to move away from

traditional radio in favor of music streaming, the radio of the future. For those who are not familiar with Pandora, it is a free music website that generates custom radio stations after users specify their artist, song, or genre preferences. Due to the fact that Pandora offers free music, it generates revenue through advertising.

Thus, we decided to create a Pandora specific advertisement, which can be accessed by computers or smartphones. For our busy and tech-savvy target audience, this is a perfect way to listen to music on the go. This advertising medium is unique because although it is a radio commercial, it is also visual because you can see the ad featured on the screen.

We have also created Naked Juice specific radio stations to fit the needs and wants of our Target Audience. Young women listen to music mostly when working out and when relaxing, so the naked Juice specific stations such as Workout Naked and Chill naked fit the lifestyles of our target audience members. Also, due to the digital nature of our Pandora advertisement, consumers can react instantly by clicking links to our website and social media pages.

Ambient Concept

As an ambient component to our campaign, we will put these one pound Naked Juice weights in popular fitness centers, accompanied by the posters saying “One Pound To Be Proud of”, which highlight the one pound of fruit in each bottle. By going into the gym setting, we are immediately targeting those who are health-conscious.

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These girls have Nothing To Hide.

Wow, I love Naked Juice, and these candid interviews are just great! I drink one every morning for breakfast, and it’s a greatstart to my workday!

OverscheduledMom

Naked Juice Company

The Naked Truth 4,536 3

Social Media

Naked Juice currently utilizes Facebook and Twitter successfully, having many followers and interacting with consumers every day. We would build on this by using them to publicize promotions like the Bottle Reincarnation offer.

In addition, we would create a YouTube channel called The Naked Truth that features interviews with members of our target audience, during which they are asked to spill a secret so the have Nothing to Hide. This channel would be successful because after being interviewed, that person would want to show her friends and spread the video around. Also, the interviewees would receive a free Naked Juice and a Naked Juice t-shirt, which would further spread support of the brand.

Superfood Sample Station

“looks weird” sip,“tastes amazing” sip,

“hey, ten green turbo‐nutrients?” sip,

“still looks weird”.

Prom

otion

Line Extension

Thank You!