Naked Juice

Quenching the thirst of the masses through branding

Growing their brand roots

Like many natural-food and beverage companies, Naked Juice began with an incredible product sold locally on a small scale and had little need for flashy packaging and advertising. It wasn't long, however, before they realized the potential for their juices on a national scale. It's common practice. Companies use jargon. They spread it on thick in an attempt to sound bigger, smarter, more advanced. We've all heard it. "Make it your primary action item." "The PRVs are more of a B2C product." It goes on and on. What does this stuff mean? It means in an attempt to sound smart, it's likely that even savvy people don't understand this language. In recent Nielson/NetRatings research, the following was uncovered about savvy consumers:

In 2005, Naked Juice approached Colorado's food and beverage marketing specialists, LeeReedy, to help make their brand appeal to a mass audience by creating an exciting, consistent visual brand identity.

Bring out the flavor in the marketing

Where many natural-food and beverage companies fail by neglecting to concentrate on taste appeal in their marketing, LeeReedy helped Naked Juice succeed. Our branding strategy was simple: make the product look delicious and prove out Naked Juice's tagline "Nothing to hide." To reinforce the "pound of fruit in every bottle," we featured the fresh, all-natural ingredients as the hero of Naked Juice's marketing.

A palette of appetizing colors, imagery and messaging was established to ensure the highest level of brand recognition. With the branding strategy in place and a visual palette to work with, rolling out Naked Juice's new face, messaging strategy and media consisted of updates to many existing tactical touch points, such as the packaging design, as well as the development of new communications — including fleet graphics and a fresh website presence.

Huge marketing ROI

The play on taste appeal worked, proving that great brand strategy and compelling design can take an already successful company and propel it upward. With their brand awareness at an all-time high and a multifaceted media strategy in action, Naked Juice's sales over a six-month period grew by 38 percent for a total production of 6 million bottles shipped every month nationwide. The burst in sales attracted serious attention from investors, including PepsiCo, which purchased the company in late 2006.

Want to talk about developing a successful plan for marketing your food or beverage brand? Let's open up the dialog kreedy@leereedy.com.