NAKED JUICE
Life's Easier Naked
In an undergraduate Advertising course at Ithaca College, Katie worked on a team with five other students to create a mock advertising campaign for the brand, Naked Juice. Over the course of the semester, the team collaborated on all aspects of creating an advertising campaign plan. Katie played a substantial role in the strategy and art direction. The campaign tied for first place in the class.
The Challenge
Even though consumers understand the health benefits of Naked Juice, they make their own smoothies at home more frequently than purchasing Naked Juice smoothies. Our challenge is to convince consumers that Naked Juice contains the same health benefits as a homemade smoothie, but it's a much more convenient, time-saving option.
The "Big Idea"
"Life's Easier Naked." Choosing Naked Juice makes it easier to live a healthy and busy lifestyle.
Creative Direction
The campaign message is all about the ease and convenience of Naked Juice smoothies, which is reflected in the simple yet impactful design. For the main focal point of the ads, the team worked together on peeling and photographing the pieces of fruit to emphasize the idea that Naked Juice does the dirty work for you. The campaign slogan, Peeled and Blended for You, ties the eye-catching visuals back to the overall campaign message.
Creative Executions
The team created three print ads, an Out-of-Home billboard, digital banners, and social media posts. They also created the storyboards for a video ad.
Brand Activations
Katie also strategized several brand activation ideas, such as a "reNEWabottle" recycling booth that allows customers to return a clean, empty Naked Juice bottle for a discount on their next purchase.
