Naked Juice Campaign

 Naked Juice Campaign
Guzman & Heithoff
ADPR 3400 Copywriting Altstiel Fall 2012
Table of Contents
Executive Summary
Page 3
Creative Brief
Page 4
Consumer Profile
Page 5
Magazine Advertisements
Page 6
Billboard Advertisement
Page 9
TV Commercial
Page 10
Guerilla Marketing
Page 12
Website
Page 13
Website Second Level/Promo
Page 14
2 Executive Summary
For the past 30 years, Naked Juice has dedicated itself to creating the best, all natural,
100% juice smoothies. Each smoothie is made from the finest, bare-naked fruits, has
vitamins, minerals, herbs and vegetables and excludes sugar and preservatives. Naked
Juice is dedicated to instilling health in people’s lives, especially children’s. As a healthconscious company, we realize the recent decrease in children’s health and strive to
change this. By providing delicious, nutritious and easy drinks, we hope to restore the
overall health and well being of children and adults alike.
Objective
The main objective is to show that being healthy can still remain easy in a busy lifestyle.
Creative Strategy
•
•
Integrate children into the Naked Juice Company by focusing on them in our
advertisements. This essentially will help children and their parents to realize the
importance of their health.
Show parents that healthy can be easy when dealing with a constant, busy
schedule.
Target Market
Women, ages 25-45
3 Creative Brief
What do we want to accomplish?
• We want to inform people that there is a delicious, nutritious way to get their
fruits, vegetables and vitamins. While we are concerned about all people’s health,
we are more specifically concerned with children’s health. We want parents to
know that there is an easy way to keep their children healthy by drinking Naked
Juice.
Who are we talking to?
• We are speaking to mothers and children that realize the importance of health,
but may not always have the time to prepare healthy foods or smoothies.
What do they think now?
• If you want to eat healthy or make a healthy drink or meal, you have to do it by
yourself. They also think that there is no time to do this in their busy schedules.
What do we want them to think?
• This is an easier way to remain healthy. While Naked Juice may be more
expensive than the regular juice, it is worth it because of the convenience and the
nutrition.
Why should they think this?
• Our specific target audience already is health conscious and active; therefore,
taking the time to make their own fruit smoothies may be too time consuming.
Along with this, the nutritional value is excellent and its taste is unsurpassed.
What is our message?
• Naked Juice is a simple way of making a healthy lifestyle easy. In today’s busy
society, we hope to reinforce the importance of health through our delicious and
nutritious fruit drinks.
4 Consumer Profile
Olivia Edgington is a 34-year-old wife, homemaker and mother of four children,
ages seven, five, three, and one. She begins her day at 6 AM, waking to her youngest’s
cries. An hour later, she is whipping up breakfast, sending her husband on his way,
changing diapers, checking homework, dressing her children and dropping them off at
school. While coffee is often her savior, Olivia is very health-conscious and realizes that
the business of her family’s schedule sometimes makes it hard to maintain the healthy,
daily dosage of fruits and vegetables. Therefore, Naked Juice has become mandatory.
While it is a little more on the expensive side – despite the fact that Olivia’s husband
makes 150,000 a year – she realizes that it is important to keep her children healthy.
Instead of picking up junk food for the children, she spends this extra money on Naked
Juice. The easiness of this product makes such a difference in her crazy schedule. Her
children love it. She loves it. Even her husband loves it. Needless to say, Naked Juice has
made the Edgington household very happy and much more healthy!
5 Magazine Advertisement 1
Healthy just got a little easier.
6 Magazine Advertisement 2
Healthy just got a little easier.
7 Magazine Advertisement 3
Healthy just got a little easier.
8 Billboard
Healthy just got a little easier.
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9 TV Commercial
10 11 Guerilla Marketing
For our guerilla marketing campaign, we will have an artist draw Naked Juice bottles in
3D lines in the form of a crosswalk. We will have this positioned outside of a grocery
store that sells Naked Juice, such as Whole Foods or Trader Joes. By doing this, we believe
that people will see the Naked Juice as they are walking into the grocery store and will
become more inclined to buy them, as the brand will be freshly on their mind. Along with
this, we believe that children will be thrilled by this art and will ask their parents to buy
them a Naked Juice. Because of the positioning of the Naked Juice and the art of its
vivacious and colorful bottles, we believe that sales will increase from this tactic.
12 Website
13 Website Second Level/ Web Promotion
14