Against an onslaught of functional drinks with fruit flavours and juice drinks made from fruit concentrate, Common Ventures is reminding Aussie that nudie is “100% squished fruit”. And it’s doing that with memorable humour. The campaign, Embrace the Squish, brings the brand’s distinctive tone and product truth to life across out-of-home, BVOD and social.

In BVOD and social it highlight the brand’s distinctive asset, “21 oranges” (there are 21 squished oranges in every 2L bottle of nudie orange juice), by juxtaposing it against attempts to squash inflatable orange characters into a van, onto a bench and into playground equipment.

In OOH, drinkers are shown wedged between giant pieces of real fruit, as if they’ve been caught at the exact moment the juice is made – a simple visual metaphor to show that nudie comes from real fruit, not “fruit concentrate”.

“nudie has a strong, clear brand ethos: we create good using nothing but the good stuff. As well as being of the highest quality, nudie has a fun, cheeky personality that we wanted to highlight,” stated Emma Fogarty, head of marketing at nudie.

Embrace the Squish celebrates the physical, sensory and slightly chaotic act of squeezing real fruit, from the pressure and pulp to the colour and freshness in every bottle.

“The best bit about this campaign was the fact that we had a simple, no-nonsense product truth – a juice that was nothing but squished fruit. This gave us the perfect excuse to build a wildly fun world to play in, delivering moments that are just as fun and fruity as the juice itself, ” commented, Jane Burhop, executive creative director, Common Ventures.