For most of its existence, Naked Juice stood alone atop the super premium juice category. As Naked’s Agency of Record, AMP helped expand and reinforce that position over a six-year period that saw Naked grow 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.
Here’s how we helped Naked Juice maintain category leadership with its highest-ever market share, while upholding a premium price point in the midst of a price war.
The Live Naked campaign is based on 3 simple truths that weave together Naked Juice’s beliefs, practices and products with clear messaging and simple iconography.
Propelled by a goal to drive trial 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.
Display ads extend Naked Juice’s values system into paid media, driving awareness and consideration, while leveraging the Live Naked campaign to drive purchases with Facebook coupon promotions.
We used retail activations that drive trial and repeat purchase to integrate the Live Naked value system - turning a coupon offer into an opportunity to back up the 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.
As Naked Juice released its new, 100% recycled and recyclable bottle into the wild, it asked us to create a fun, engaging, educational piece that explains the technical innovations behind Naked’s altruistic endeavors. Our solution was a fast-paced spot, narrated by television personality Dan Woren. Using YouTube’s massive community and intuitive linking structure, we extended the video’s reach beyond the Bare Believers to include health, nutrition and environmental bloggers and influencers as well.
To implement this platform we prioritized journey touch points, established channel roles and focused resources where Naked Juice could achieve its greatest impact.
Drives trial and weaves together Naked Juice’s beliefs, practices and products.
Drives awareness and consideration by extending Naked’s values system communications into paid media.
Connects the community base while helping to sparking new product and flavor launches.
Drives advocacy by delivering the Live Naked message to the doorstep of influencers and advocates.
Drives trial and repeat purchase by connecting brand values to consumers at retail.
Boosts advocacy and awareness via a curated editorial calendar that supplements authentic conversation with quality content.
Transforming Naked Juice from an incumbent fending off a price war into a cutting-edge digitally-led brand helped lift its market share to an all-time high, without ever lowering its premium price point.
Market Share, Q4 2013 (#1 of All Time)
Subscriber Growth Rate & Social Media Reach
Consumer Social Engagment