Naked sampling campaign gets set

Premium juice brand Naked Juice Smoothies is kicking off its biggest integrated campaign of 2012 with a sampling tour in London this week.

The ‘Grab Some Good Stuff’ campaign is aimed at 24 to 35 year-old Londoners to trial Naked Juice Smoothies. The sampling activity, aimed at increasing awareness and trial of the brand, will take place outside high footfall areas in central London including Tube stations Bank, Canary Wharf, Green Park and Liverpool Street.

The activity will spread across four weeks from 25 June during the morning commute. Brand ambassadors will hand out over 120,000 bottles of Naked Juice along with branded competition postcards and leaflets to drive consumers onto the Naked Juice UK page on Facebook. Here, fans who ‘Like’ the page will be offered the chance to play the “Naked Good Stuff Machines” game. The arcade inspired game lets fans direct a grabber to ‘Grab Some Good Stuff’, which is virtual fruit with a guaranteed prize at the end of every game. It reflects the extra good stuff that Naked Juice Smoothies has thrown in over and above its competition.

Naked Juice UK fans can play the game once a day, every day for 40 days. For those with a competition postcard, there is the opportunity to play for a second time in the same day by entering a unique code contained on the card and a third chance to play by sharing with friends on Facebook. Guaranteed prizes to be won include £1 off and free coupons for Naked Juice Smoothies, redeemable in Sainsbury’s, plus free retail vouchers between the values of £25 and £120 which are redeemable online.

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.” “Naked Juice is the perfect refreshment for the summer and 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.”

Initials Marketing is responsible for the development of the overall campaign concept and delivery of sampling activity. SLAM PR is heading up the digital activation and PR of the campaign.