PepsiCo this week launched the first national ad campaign for Naked Juice, its premium bottled juice brand.
The campaign, by the Arnell Group, kicked off on digital properties and Naked Juice's Facebook page. It highlights the brand's promise—"no added sugar or preservatives”—and invites consumers to submit their own "naked truth." Digital banner ads, running across the Glam Media and Federated Media sites, show live conversations consumers are having about the brand.
Print ads, which break in magazines like Fitness and Shape, target consumers ages 25 to 35, who are “health-conscious, active and balanced in their food choices,” said Brad Armistead, marketing director for Naked Juice. One print ad shows a woman holding a bottle of Naked Juice to her lips. The copy reads: “This is fruit’s higher purpose.”
"[Naked Juice] is all about the transparency in our communication,” Armistead said. “If you turn to the label on the back of the bottle, you can see all the fruit that’s inside. We list out what you get in that bottle and our consumers have come to trust what we put inside."
The effort is the largest in scale to date for Naked Juice, which had formerly relied on grassroots marketing.
The PepsiCo brand was one of two pioneers in the super premium juice category. (The other one is rival Odwalla.) But over time, the category’s original positioning and heritage became diluted, mainly, competitors coming into the marketplace are now introducing products with added sugar and extra water, Armistead said.
Sales of super premium juices have held up relatively well in a downturn, despite the products' high price points, said Gerry Khermouch, editor of Beverage Business Insights.
Khermouch said the new Naked Juice effort is well timed. “You've got the key players in a related segment (acai-based juices) taking potshots at each other on authenticity, even as up-and-coming brands like Evolution deride the mass market brands like Naked, Odwalla and Bolthouse Farms," said Khermouch. "So the [Naked Juice] campaign seems to have both its offensive and defensive elements to it."