Pack in more of what you love.
Naked Juice packs 1lb. of fruit in every bottle giving you more time to pack in what you love. The Pack In More integrated campaign drove brand awareness by highlighting the lifestyle benefits of drinking Naked Juice. The Subaru Crosstrek Hybrid is the apple of Naked's Green Machine eye, so we rolled out a sweepstakes in partnership with Subaru which also included a day packed with activities in one of three cities.
OOH included (approx.) 150 OOH in top U.S. cities, the majority with location specific copy.
Packinmore.com was built not only as the entry mechanism, it also served up things to do. Leveraging geo targeting–people could discover more to do in their city. During the campaign, the site attracted more visitors than any other PepsiCo site.
In key markets,Yelp takeovers gave people the key to their city while also inviting them to enter the sweepstakes to win their own "green machine"–a Subaru hybrid.
Animated banner ads in Yelp, Health.com, Buzzfeed and others drove awareness.
Print ads in Women's Health and GOOD Magazine built awareness of Naked's juice core differentiator–1lb. of juice in every bottle.
The brand site drove consumers to a microsite where they could enter the sweepstakes.
In-store promo drove sweepstake entries and trial.
Credits
Art Director: Amanda Villalobos
Copywriters: Brian Quintana, Nathan Morris, Peter Bell
Creative Director: Andrew McGuire
ACD: Paul Manutes
Key Art Idea: Naomi Poulin
Illustrator: Matt Herring