Naked Juice

To PepsiCo we go

We got started with Naked Juice in a perfectly natural, really small way — the Marketing Director had worked with one of us in a past life on another food and beverage marketing company and asked if we could help develop the brand's new voice on packaging. Easy enough, Naked Juice was a quick read for us. The name meant "honest" and "friendly" with a little bit of "flirty." We wrote our copy, one thing led to another and soon, we were being asked to provide brand strategy consulting on everything — the packaging, the graphic look and feel, the trucks, the displays, sell sheets, event materials, trade show, the ads and billboards — everything.

A brand with potential for greatness

Naked Juice was a great company with a loyal SoCal following that just happened to be coming out of bankruptcy, hoping to be sold. It was a great old house with good bones that needed to be thoroughly and consistently spruced up and readied to be put on the market. It needed brand marketing ROI — and fast.

We became the visual and verbal voice of the brand

The leaders of the company understood the need to be consistent — in fact, they demanded consistency in everything. All the better to make a rather small marketing budget stretch. We took brand attributes, the fact that Naked Juice never used sugar or preservatives, and made it true to the brand — we made "Naked" mean "honest."

In this context, mere copy points became a rallying cry. A brand mantra, something consumers could look at and say, "That's a brand I can get behind."

The unified brand helped the company build distribution and momentum. Naked Juice grew dramatically across the country and after just 18 months, a deal was inked with PepsiCo. Like a big old "Sold" sign out in the front yard.

We love a brand challenge. Want to talk about yours? I'm ready when you are kreedy@leereedy.com.