"The campaign is all about shaking up the functional drinks space, making wellness fun, effortless, and ridiculously tasty."
nudie has partnered with creative agency Circul8 and full-service media agency Bench Media to launch ‘100% wholesome nudie shots’, featuring Sophie Monk.
A ‘nudie shot’ normally comes with a content warning, but the nudie juice shot range is the opposite. The 60ml juice shots, designed to support a healthy lifestyle on the go, contain nothing but real ingredients with pre and pro-biotics that support immunity, digestion and overall wellness.
"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," said Emilie Durand, head of nudie brand.
"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 kicks off with a OOH teaser campaign across high impact poster sites in Sydney and Melbourne with Sophie Monk introducing 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. Strategic placements in fitness centres will also connect with health-conscious Australians in a fitting environment.
"We know it’s harder than ever to get people’s attention, especially in social. But we also know humour and fame cuts through," said Alana Stocks, founder and managing director at Circul8.
"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, just in time for a health boost before the colder months.
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
