Naked Juice smoothies unveils major sampling drive

Naked Juice: PepsiCo-owned smoothie brand targets Londoners
Naked Juice: PepsiCo-owned smoothie brand targets Londoners

PepsiCo-owned Naked Juice Smoothies is targeting Londoners in its biggest marketing push to date, urging consumers to try the product.

The digital and experiential campaign launches today (25 June) and will run for four weeks under the strapline, "Grab some good stuff".

It targets 24-to 35-year-old Londoners through sampling activity in high-footfall areas including Bank, Canary Wharf, Green Park and Liverpool Street Tube stations.

Naked will distribute 120,000 samples across the course of the experiential activity, handled by Initials Marketing, along with branded competition postcards and leaflets to drive consumers to Naked's Facebook page.

The supporting digital activity allows people to play the ‘Naked Good Stuff' game when they "like" the brand's Facebook page. The game aims to communicate the "good" ingredients in the brand's smoothies.

People can play the game once a day for 40 days, while people with the branded postcards have an extra opportunity to play. Prizes include £1-off vouchers and free coupons for the smoothies, and up to £120 worth of online retail vouchers.

Game players are instantly entered into additional prize draws to win a VIP trip to Santa Monica, California – where the brand originated – or 50 bottles of smoothies.

Ian Pate, senior brand manager at PepsiCo, said: "Naked Juice has been a much-loved brand in the US for more than 30 years. We want to encourage the same following in the UK by letting people know how much goodness goes into one bottle.

"We've found that the best way of generating interest in this great-tasting juice is through trial. We want to reward new and existing fans with a generous helping of prizes, because generosity is part of what the Naked brand stands for. By driving consumer engagement online, we hope to build a strong fan base through 2012 and beyond."

The brand was launched in the UK in 2007.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360