The Problem:
Naked Smoothies, a pioneer in the ready-to-drink smoothie category since the 1980s, had lost its edge with younger audiences. The brand’s look, feel, and proposition had grown stale, failing to resonate in a market increasingly crowded with vibrant, health-focused competitors. With new brands entering the category daily, it was time for Naked to reclaim its relevance and appeal to a Gen Z demographic.

The Insight:
While most smoothie brands focus on wellness benefits or refreshing taste, Naked Smoothies had a unique advantage: their products were not only delicious but also satisfying and filling. This made them a perfect alternative to the constant snacking habits of Gen Z. Instead of reaching for chips or soda, health-conscious young consumers could grab a Naked Smoothie to boost their snack breaks with something fresh, nutritious, and energizing.

The Creative Solution:
To reintroduce Naked Smoothies to a younger audience, we developed a multi-faceted campaign that brought the brand’s vibrant personality and unique benefits to life. The "Boost Your Snack Break" campaign positioned Naked Smoothies as the ultimate snack upgrade, emphasizing their fiber, vitamins, and real fruit benefits. We tapped into Gen Z’s love for bold visuals, influencer culture, and experiential moments to create a fully integrated brand restage.

A key component of the campaign was a high-impact sweepstakes designed to drive engagement and purchase. With every purchase, consumers could enter to win themed Snack Break bundles (sports, pet, or gaming) that corresponded with the Gen Z influencers they followed. These influencers showcased how they boosted their snack breaks with Naked, creating authentic connections with their audiences and driving excitement around the campaign. The sweepstakes also featured a grand prize: a year’s supply of Naked, a branded Smeg mini fridge, and exclusive Naked swag, ensuring broad appeal and participation.

Tennis star Coco Gauff, known for eating fresh fruit courtside, joined the Naked during the restage as Chief Smoothie Officer, bringing star power, authenticity, and a strong Gen Z connection to the brand. Her custom Pineapple Mango Protein Smoothie was launched with a suite of in-store and digital assets designed to amplify its debut. These assets also connected to "Coco’s Corner Store," a dynamic pop-up experience created by partner agency MullenLowe during the US Open in NYC. The pop-up offered interactive activities, exclusive merchandise, and shareable moments, perfectly blending Naked’s vibrant identity with Coco’s energetic presence.

The Execution:
Every design element was intentionally bold, vibrant and playful, reflecting the colorful rainbow of fruits and vegetables found in Naked Smoothies. We leaned into this natural vibrancy across all assets, creating tone-on-tone single-SKU artwork that allowed the ingredients and messaging to stand out. Dark blue and lime green accents were incorporated into portfolio assets to tie back to the brand’s iconic logo colors. For Coco Gauff’s assets, we embraced her signature color, purple, paying homage to her favorite hue and her frequent choice of purple attire on the court.