Naked Juice Smoothies has kicked of its latest integrated campaign, ‘Grab Some Good Stuff’, with INITIALS Marketing through a sampling tour in London.
Aimed at 24 to 35 year-old Londoners, the sampling campaign will take place in heavy football places such as Bank, Canary Wharf, Green Park and Liverpool Street Tube stations.
Starting from today, the activity will last four weeks, with brand ambassadors to hand out over 120,000 bottles of Naked Juice along with branded competition postcards and leaflets to drive consumers onto the Naked Juice UK page on Facebook.
Ian Pate, senior brand manager at Pepsico, said: “Naked Juice has been a much loved brand in the US for more than 30 years. We want to encourage the same following in the UK by letting people know how much goodness goes into one bottle. We’ve found that the best way of generating interest in this great tasting juice is through trial.
“Naked Juice is the perfect refreshment for the summer and we want to reward new and existing fans with a generous helping of prizes because generosity is part of what the Naked brand stands for. By driving consumer engagement online, we hope to build a strong fan base through 2012 and beyond.”
People who ‘like’ the brand’s Facebook page get the chance to play the ‘Naked Good Stuff Machines’ game, with users directing a ‘grabber’ in order to win a prize.
SLAM PR is heading up the digital activation and PR of the campaign.