CASE STUDY: NAKED JUICE

Renewing a brand's commitment to grassroots values during a time of corporate transition. (Developed with BLITZ Agency)

BACKGROUND

From its humble homemade beginnings being sold from coolers on Santa Monica Beach to its expansion on to store shelves across America, Naked Juice has always embraced a spirit of optimism, honesty, and healthy fun. Along the way, it created a whole new category: super premium juice. Naturally, that kind of success attracted the attention of suitors, and in time the modest juice brand was acquired by PepsiCo. Naked Juice turned to its longtime digital AOR to help solve an existential brand challenge:

Could BLITZ help Naked Juice retain its "beach cred"?

Or, put another way, how could this lovably shaggy underdog brand prove itself anew to a customer base whose suspicions of "selling out" were inflamed by the company's sale to a giant international soda conglomerate?

Proving that Naked Juice still remained the lovably shaggy underdog brand even after its sale to an international soda conglomerate would prove to be a team effort, one that unfolded over several years and employed a variety of tactics. A handful of these with which I was most directly involved can be found below.

I. site REDESIGN

When I joined BLITZ, the agency was in the midst of a full-scale overhaul of Naked Juice's entire digital presence. A full website redesign was central to this effort, and I was tapped to bring the unmistakably fresh and quirky Naked Juice voice to a wide variety of product description content.

The user journey from homepage to product search and selection to product description and information can be seen below.

NJ - Product Rollover - Mighty Mango .png

Naked Juice :: Our Products - Mighty Mango.png

However, the bulk of copywriting centered on the dozens of product descriptions and information pages, a sampling of which can be seen here:

Naked Juice :: Our Products - Acai Machine.png

Naked Juice :: Our Products - Berry Blast.png

Naked Juice :: Our Products - Berry Veggie.png

Naked Juice :: Our Products - Blue Machine.png

Naked Juice :: Our Products - Pomegranate Acai.png

Naked Juice :: Our Products - Pomegranate Blueberry.png

Naked Juice :: Our Products - Protein Zone.png

II. BANNER ADS

I was also brought in to script a series of digital paid ads, a sampling of which can be seen below.

III. ETC.

Over the course of BLITZ's seven-year relationship with Naked Juice, I also lent support on multiple additional projects for the agency. For a more holistic look at the BLITZ/Naked Juice partnership, watch the case study below, which was scripted by me and includes some additional work.