For the most of its existence, Naked Juice stood alone atop a super premium juice category. As Naked’s Agency of Record, we helped expand and reinforce that position over a six-year period that saw Naked from from the blankets of Santa Monica beach to become an international PepsiCo brand. But, as the competition caught wind of an opportunity, a slew of rivals soon burst on the scene to spark a price war.
Explosive category growth and a slew of new competitors let to widespread commoditization, sparking a super-premium juice price war. As the incumbent category leader, Naked Juice needed to protect its position and stand apart from its challengers, while sticking to its premium price position.
Naked Juice’s long-held authentic pursuit of quality, transparency and social responsibility mirrors the values of worldview of its customers. By owning the emotional high ground in the category, we could create a reason for people to pay more for the brand.
THE SOLUTIONS: Stripping down to our grassroots
To affirm Naked Juice’s unimpeachable credibility as the most authentic super-premiumer juice, we activated the brand’s core audience- known as “Bare Believers” – with a values-based brand strategy that gave rise to a new integrated campaign: Live Naked.
With digital leading the charge, Live Naked extended its reach across all channels, to put these ideas into action at every relevant every touch point.
Branding: Expressing Principals Through Iconography
The Live Naked campaign is based on 3 simple truths that weave together Naked Juice’s beliefs, practice and products with clear messaging and simple iconography.
These truths are communicated on the product label, at events and across digital media to demonstrate that Naked is not just seeing what’s inside that bottles, but the philosophy that goes into them as well.
Web Redesign: A Hub For the ‘Believer’ Community
Propelled by a goal to drive trail for new flavors, the redesigned NakedJuice.com provides a modern hub for product information and community news. Naked’s diverse family of juices is presented within a dynamic “virtual shelf” that allows a visitor to quickly find a juice by simply selecting a category, flavor or benefit.
Advertising: Further Extending the Values System
Display ads extended Naked Juice’s value system into paid media, driving awareness and consideration, while leveraging the Live Naked campaign to drive purchases with Facebook coupon promotions.
Integrating Promotions: Grassroots Events
Our offline extensions took the Live Naked message to grassroots events and brought it right to the doorstep of influencers and advocates nationwide.
By putting Naked Juice’s values into action, we were able to connect with the community base, while helping spark the launch of new Naked products and flavors.
Integrated Promotions: Point-of-Sale
We used retail activations that drive trial and repeat purchase to integrated the Live Naked value system – turing a coupon offer into an opportunity to back up brand’s commitment to “do the right thing.” POS messaging also encouraged Bare Believers to participate in the Live Naked conversation across social media channels.
Social Media: Building a One-on-One Dialogue
“Bare Believers” make up an active and passionate community that consistently shares its experiences with Naked Juice products. Our curated social engagement editorial calendar helps Naked meet them where they are- on their terms.
By participating in an authentic two-way conversation and supplementing it with compelling content, we maintained relevance and reinforced brand equity drivers.
Transforming Naked Juice from an incumbent fending off a price war into a cutting-edge digitally-led brand help lift its market share to an all-time high, without ever lowering its premium price point.
- 48% Market Share, Q4 2013 #1 of All Time
- +5x Subscriber Growth Rate & Social Media Research
- +26% Year-Over-Year Sales
- +8x Consumer Social Engagement