Winning the Price Wars

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.

To affirm Naked Juice’s unimpeachable credibility as the most authentic super-premium 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.

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.

These truths are communicated on the product label, at events and across digital media to demonstrate that Naked is not just selling what’s inside the bottles, but the philosophy that goes into them as well.

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.

“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 maintain relevance and reinforce brand equity drivers.

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.

Web Redesign
Drives trial and weaves together Naked Juice’s beliefs, practices and products.

Display Ads
Drives awareness and consideration by extending Naked’s values system communications into paid media.

Integrated Promotions
Connects the community base while helping to sparking new product and flavor launches.

Grassroots
Drives advocacy by delivering the Live Naked message to the doorstep of influencers and advocates.

Point of Sale
Drives trial and repeat purchase by connecting brand values to consumers at retail.

Social Media
Boosts advocacy and awareness via a curated editorial calendar that supplements authentic conversation with quality content.