N A K E D S M O O T H I E B R A N D R E S T A G E
CLIENT: Naked (Tropicana Beverage Group)
SENIOR ART DIRECTOR: Abby Wilczek
ACD ART: Laura Wilkens
ACD COPY: Erin Heraty
Naked smoothies, once a leader in the better-for-you beverage category had lost it’s favor with their teen and young adult audience. As shelf space in the functional beverage category had become overcrowded, their wellness message was no longer capturing attention. To reclaim attention, we latched on to some of Gen Z’s specific behaviors around eating. Specifically, their penchant for small meals throughout the day. This insight, paired with Nakeds filling ingredients like fiber, fruit, and veggies, opened the opportunity to position Naked as more than a healthy drink. It’s an entire snack!
We brought this insight to life with the “Boost Your Snack Break” campaign and kicked it off with an influencer driven sweepstakes. Shoppers had the opportunity to enter to win “Snack Break” themed prizes that were curated based off of a select group of influencers. The visuals included a fresh, bold color palette, playful and informative illustrations, and eye-catching 3D product renders. Our new color system played off the redesigned product packaging and reflected the vibrant and diverse flavor line up. All the while still allowing the product and nutritious ingredients to remain hero.
We brought this insight to life with the “Boost Your Snack Break” campaign and kicked it off with an influencer driven sweepstakes. Shoppers had the opportunity to enter to win “Snack Break” themed prizes that were curated based off of a select group of influencers. The visuals included a fresh, bold color palette, playful and informative illustrations, and eye-catching 3D product renders. Our new color system played off the redesigned product packaging and reflected the vibrant and diverse flavor line up. All the while still allowing the product and nutritious ingredients to remain hero.
M I C R O S I T E
P O I N T O F S A L E
P R O D U C T G A L L E R Y
