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While the Naked Juice drinker, known as a Dynamic Doer, views the various brands in our category as totally interchangeable, we set out to strike an authentic connection with them to increase new and current Naked Juice drinkers’ affinity for the brand while boosting sales.
‘Drink Good Do Good’ established an authentic connection with Dynamic Doers by acting on the idea that fresh fruits and veggies should be available to all (a belief shared by the Naked brand and Dynamic Doers). The campaign was created to help the 24 million Americans living in food deserts get access to fresh, affordable produce.
This was a local issue and so was our solution: A wide-reaching campaign with a grassroots feel. We created a hand-drawn aesthetic that evoked how this localized crisis affected our neighbors in need. This illustrative universe defined our campaign: from collateral to digital, and from POS to grassroots event displays and packaging.
Our hand-drawn aesthetic quickly connected with our target and helped us raise 640,000 lbs of produce for our neighbors in need—over 140,000 lbs above our campaign goal.