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Another request to “Send Nudes” via social platforms? Relax: This one is for a good cause, and there’s a reason why Nudes is uppercase.
Canadian brand Nude Beverages is seeking “Nudes for Valentine’s Day.” The company will donate $10 for every image shared via Instagram from Feb. 2 through 14 of someone sending someone else (or even themselves) one of its beverages to Kindness Ranch, a sanctuary and place of rehabilitation for animals who have been used in laboratory research.
Those images can be shared to the @nudebeverages Instagram account via Instagram Direct message, posts or Instagram Stories.
Nude already donates a portion of its sales toward local animal rescue organizations in areas where its products are available.
The brand’s flagship product, Nude Hard Seltzer, is available in the U.S. in four flavors: classic lime, mango, peach and raspberry lemon.
Food brand Kraft caught some heat for its similarly named “Send Noods” campaign to mark National Noodle Day last October, in which people could send free gifts of Kraft Macaroni & Cheese via a dedicated website or the @kraftmacncheese Twitter account.
Kraft deleted all traces of the campaign from its social accounts later that month following sentiment that it “sexualized” mac and cheese and was ‘predatory” toward children.
A spokesperson for Nude said the company was not concerned about similar backlash, pointing out that as an alcohol brand, its audience by default is 21 and older, and adding, “We believe this is different, as Nude is directly in the brand name and Nude in fact really wants to own this. The reasoning behind the brand name is because the beverages are stripped down of all the sugar, sweeteners and other ingredients that you’d normally find in a beverage in the same category.”
