nudie is a provocative brand name, nudie shots even more so. But juice brand, nudie’s, shots are 100% wholesome, and creative agency, Circul8, has made provocative useful, with a campaign in which Sophie Monk presents a series of her own 100% wholesome nudie shots – they’re provocative but not naughty. (Rather like Sophie herself.)
The social campaign, presented with media agency, Bench Media, highlights the brand’s 60ml juice shots, that contain nothing but real ingredients with pre- and pro-biotics that support immunity, digestion and overall wellness.
Emilie Durand, head of nudie brand (juice), stated, “We’re beyond proud to launch this campaign with the one and only Sophie Monk. Her cheeky humour is perfect for giving Aussies a nudge to take their health seriously – just not too seriously. The campaign is all about shaking up the functional drinks space, making wellness fun, effortless, and ridiculously tasty. This is one nudie shot nobody will regret.”
The campaign kicked off with an OOH teaser campaign across high impact poster sites in Sydney and Melbourne in which Sophie Monk introduces the new nudie shots to her social media followers. The teaser campaign sets the stage for a broader paid media rollout across Meta and TikTok to amplify engagement and drive excitement and awareness among target audiences.
Out-of-home screens will be used near key retail locations to drive impulse purchases during grocery runs. Additionally, strategic placements in fitness centres will connect with health-conscious Aussies in a fitting environment.
Alana Stocks, founder and managing director, Circul8, commented, “We know it’s harder than ever to get people’s attention, especially in social. But we also know humour and fame cuts through. This campaign is the perfect blend of the cheeky tone nudie is known for, delivered by the perfect person for the job Sophie Monk. This is the first of many great campaigns to come since winning the pitch for the nudie business earlier this year.”
The campaign runs from April 2 to June 30.
Credits:
Brand: nudie
General Manager: Samantha Hutson
Head of Brand (Juice): Emilie Durand
Brand & Creative Manager: Amarna Jones
Media Agency: Bench Media
Brand Strategy Lead: Nate Vella
Performance Project Lead: Jamison Milessis
Creative Agency: Circul8
Founder & Managing Director: Alana Stocks
Creative Strategy Partner: Phil Watson
Head of Operations & Delivery: Audrey Wigsten
Head of Digital & Design: Neil Neelan
Cinematographer: Jarryd Sinclair
Digital & Social Media Manager: Kate McGregor
