Dirty Water Unveils Online Portion of Juice Campaign

NEW YORK — Dirty Water Integrated has launched a new Web site for Naked Food-Juice, the first element in an integrated advertising and viral campaign that will support the beverage brand in New York, Los Angeles and regional markets in 2003.

The Web site (http://www.nakedjuice.com/), which promotes the line of all-natural juices and fruit smoothies, is organized to allow consumers to search for juices by juice category, specific nutrient or lifestyle needs. It also features a store locator, promotions, screensavers and an interactive game. The URL is currently being promoted via sampling and on packaging.

The previous Web site was designed by California shop, Tech III, about two years ago.

Dirty Water is also developing Naked Food-Juice’s offline branding campaign, which will consist primarily of print, out-of-home and guerilla marketing, said Keri Bruce, account director at the New York marketing communications shop. The effort, which will start rolling out in New York and Los Angeles early next year, will target college students, whereas the Web site is aimed at a more general audience, she said.