How we used authenticity to propel Naked Juice to its highest-ever market share while maintaining its premium pricing.
Explosive category growth and a slew of new competitors led 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 and 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.
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.
48% Market Share, Q4 2013 (#1 of All Time)
26% YOY Sales
5X Subscriber Growth Rate & Social Media Reach
8X Consumer Social Engagment