Guzman & Heithoff ADPR 3400 Copywriting Altstiel Fall 2012

Naked Juice Campaign

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Table of Contents  

       

E x e c u t i v e S u m m a r y P a g e 3

C r e a t i v e B r i e f P a g e 4

C o n s u m e r P r o f i l e P a g e 5

M a g a z i n e A d v e r t i s e m e n t s P a g e 6

B i l l b o a r d A d v e r t i s e m e n t P a g e 9

T V C o m m e r c i a l P a g e 1 0

G u e r i l l a M a r k e t i n g P a g e 1 2

W e b s i t e P a g e 1 3

W e b s i t e S e c o n d L e v e l / P r o m o P a g e 1 4                                        

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Executive Summary For the past 30 years, Naked Juice has dedicated itself to creating the best, all natural, 100% juice smoothies. Each smoothie is made from the finest, bare-naked fruits, has vitamins, minerals, herbs and vegetables and excludes sugar and preservatives. Naked Juice is dedicated to instilling health in people’s lives, especially children’s. As a health-conscious company, we realize the recent decrease in children’s health and strive to change this. By providing delicious, nutritious and easy drinks, we hope to restore the overall health and well being of children and adults alike. Objective The main objective is to show that being healthy can still remain easy in a busy lifestyle.  Creative Strategy

• Integrate children into the Naked Juice Company by focusing on them in our advertisements. This essentially will help children and their parents to realize the importance of their health.

• Show parents that healthy can be easy when dealing with a constant, busy schedule.

 Target M arket Women, ages 25-45                                      

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Creative Brief  What do we want to accomplish?

• We want to inform people that there is a delicious, nutritious way to get their fruits, vegetables and vitamins. While we are concerned about all people’s health, we are more specifically concerned with children’s health. We want parents to know that there is an easy way to keep their children healthy by drinking Naked Juice.

Who are we talking to?

• We are speaking to mothers and children that realize the importance of health, but may not always have the time to prepare healthy foods or smoothies.

What do they think now?

• If you want to eat healthy or make a healthy drink or meal, you have to do it by yourself. They also think that there is no time to do this in their busy schedules.

What do we want them to think?

• This is an easier way to remain healthy. While Naked Juice may be more expensive than the regular juice, it is worth it because of the convenience and the nutrition.

Why should they think this?

• Our specific target audience already is health conscious and active; therefore, taking the time to make their own fruit smoothies may be too time consuming. Along with this, the nutritional value is excellent and its taste is unsurpassed.

What is our message?

• Naked Juice is a simple way of making a healthy lifestyle easy. In today’s busy society, we hope to reinforce the importance of health through our delicious and nutritious fruit drinks.

                       

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Consumer Profile

Olivia Edgington is a 34-year-old wife, homemaker and mother of four children,

ages seven, five, three, and one. She begins her day at 6 AM, waking to her youngest’s

cries. An hour later, she is whipping up breakfast, sending her husband on his way,

changing diapers, checking homework, dressing her children and dropping them off at

school. While coffee is often her savior, Olivia is very health-conscious and realizes that

the business of her family’s schedule sometimes makes it hard to maintain the healthy,

daily dosage of fruits and vegetables. Therefore, Naked Juice has become mandatory.

While it is a little more on the expensive side – despite the fact that Olivia’s husband

makes 150,000 a year – she realizes that it is important to keep her children healthy.

Instead of picking up junk food for the children, she spends this extra money on Naked

Juice. The easiness of this product makes such a difference in her crazy schedule. Her

children love it. She loves it. Even her husband loves it. Needless to say, Naked Juice has

made the Edgington household very happy and much more healthy!

                       

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Magazine Advertisement 1

   

Healthy just got a li!le easier.

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Magazine Advertisement 2

Healthy just got a li!le easier.

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Magazine Advertisement 3

Healthy just got a li!le easier.

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Billboard

Healthy just got a li!le easier.

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TV Commercial

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Guerilla Marketing For our guerilla marketing campaign, we will have an artist draw Naked Juice bottles in 3D lines in the form of a crosswalk. We will have this positioned outside of a grocery store that sells Naked Juice, such as Whole Foods or Trader Joes. By doing this, we believe that people will see the Naked Juice as they are walking into the grocery store and will become more inclined to buy them, as the brand will be freshly on their mind. Along with this, we believe that children will be thrilled by this art and will ask their parents to buy them a Naked Juice. Because of the positioning of the Naked Juice and the art of its vivacious and colorful bottles, we believe that sales will increase from this tactic.

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Website

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Website Second Level/ Web Promotion