Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
3. Table of Contents & Summary
Naked Juice is a subsidiary of PepsiCo and an on-the-go
juice smoothie packed with all kinds of different fruits and
vegetables, as well as added health boosts like protein and
vitamins. The name “Naked Juice” represents the fact that
each juice smoothie does not include any added artificial
sugar or preservatives. The mission for this advertising
campaign is to emphasize the fact that Naked Juice is a more
convenient option than a homemade smoothie, but with all
the same health benefits. Our big idea, “Life’s Easier Naked,”
focuses on that idea because choosing Naked is much
easier than making your own juice smoothie. This is
important because our target market, Healthy Go-Getters, live
busy, hectic lives, but also want to maintain their healthy
lifestyle. Through a variety of print, online, transit, and
television ads, we will appeal to our specific target market
and convince them that their life will be easier if they choose
Naked Juice instead of making their own smoothie.
EXECUTIVE SUMMARY
1
TABLE OF CONTENTS
1 - Executive Summary
2 - Agency Identity
3 - History
4 - Environmental Analysis
6 - Competitor Analysis
7 - SWOT Analysis
8 - Objectives & Budget
9 - Research
10 - Brand Value Proposition
11 - Target Market
12 - Campaign Strategy
13 - The Big Idea
14 - Creative Strategy
15 - Creative Executions
17 - Creative Testing
18 - Media Objectives & Strategy
19 - Media Mix
23 - Media Schedule & Budget
24 - Brand Activation
26 - Evaluation
27 - Appendices
28 - Creative Brief
29 -Agency Profiles
32 - References
4. Agency Identity
Admire Associates is full-service advertising agency
dedicated to creating integrated marketing solutions
for our clients that will be esteemed and commended.
At Admire Associates, we strive to get inside our
clients’ constituents’ heads and determine what they
admire, enjoy, and respect to craft succinct
messages to effectively reach these audiences.
Our team works hard to create praised innovative
campaigns through substantial research, effective
communication, inspirational goals, creative brainstorming,
resourceful execution, and insightful evaluation.
2
SUBSTANTIAL RESEARCH
EFFECTIVE COMMUNICATION
INSPIRATIONAL GOALS
CREATIVE BRAINSTORMING
RESOURCEFUL EXECUTION
INSIGHTFUL EVALUATION
5. Greetings from Santa Monica
1983
James Rosenberg and David Bleeden, new college graduates, create the idea and sell fresh juice on Santa Monica and
Venice Beach for a dollar a glass.
1984
Naked Juice Company is formed.
1991
Naked Juice is sold to Chiquita Brands International which aligned the brand with California Day-Fresh Foods and
introduced it to the nutraceutical area, combining fresh juices with herbs, vitamins, and other supplements.
2000
California Day-Fresh Foods and the Naked Juice brand are acquired by North Castle Partners LLC.
2001
North Castle forms the Ultimate Juice Company, including Naked Juice and other beverage brands.
2003
Ultimate Juice changes its name to the Naked Juice Company due to the success of the juice brand.
2004
Brand repositions, shifting away from Naked Food-Juice and the meal in a bottle idea, and launches 12 new products.
2006
Becomes the first company to bring to the market a 100% juice product including probiotic and prebiotic supplements.
2007
Naked Juice Company becomes a subsidiary of PepsiCo.
2008
Starbucks agrees to provide Naked Juice products to the chain’s more than 7,000 outlets.
2009
Naked Juice Company begins sustainability initiatives by creating the reNEWabottle, partnering with The Rainforest Alliance,
building LEED certified bottling plants, and utilizing efficient packaging materials1
.
History
Santa Monica 1983
3
6. Environmental Analysis
Naked Juice is the leading refrigerated juice and juice drink smoothie brand in the United States,
with a market share of 22.6% in 20152
. The juice smoothie product category is quickly expanding
with new brands, lines, and products, making the market very competitive. Its major competitors
are Bolthouse Farms3
, Odwalla4
, and Suja Life, LLC5
. Given the growing organic food industry, Naked
Juice has many opportunities to expand into the organic food and drink market in order to
compete with Suja, whose products are USDA organic.
COMPETITIVE FORCES
In 2013, Naked faced a $9 million lawsuit about their label of “all natural” on their bottles6
. Consumers
did not think this was accurate. However, Naked released the statement: “The ‘all natural’ claim on
our label described the fruits and vegetables in the bottle—not the vitamin boosts added to some
Naked beverages. Naked juice and smoothies will continue to be labeled ‘non-GMO,’ and until there
is more detailed regulatory guidance around the word ‘natural’ —we’ve chosen not to use ‘all
natural’ on our packaging.” It is very difficult to state that a food product is completely natural. This
is because the food has most likely been processed in some way. The FDA has not developed an
exact definition for the term natural7
. However, they have not eliminated the ability to use the term.
A food can be advertised as natural if it does not contain added color, artificial flavors, or
synthetic substances. While the fruits and vegetables in the Naked juices are unprocessed, the
vitamin boosts are added, so the term “all natural” was removed by the company.
REGULATORY FORCES
4
7. Environmental Analysis
Consumers are growing increasingly concerned with the quality of the products they buy and
their overall health. Healthy eating trends are very apparent in consumer buying behavior patterns.
Nielsen’s 2015 Global Health & Wellness Survey showed that consumers have a strong mindset for
healthy foods and are willing to pay more for healthier food products, including those that are non-
GMO, have no artificial coloring, and flavors that are deemed all natural8
. Consumers are also making
conscious decisions to drink healthy beverages: 32% more consumers are drinking
beverages for health reasons rather than for nutritional benefits, which has declined 7%. Bottled
water and fruit smoothies are trending as the healthier beverage choice. In terms of flavors,
vegetable-based fruit drinks and smoothies are gaining popularity among consumers where
lemonade and strawberry-kiwi flavors are steadily declining9
.
SOCIOCULTURAL FORCES
The United States has reached a more stable economic state since the recent recession.
Currently, 88% of the 30,000 individuals polled are willing to pay more for healthier foods, according
to Nielsen’s 2015 Global Health & Wellness Survey8
. This included all demographics - from Generation
Z to Baby Boomers. The total volume in the juice and juice drinks industry decreased 1.8% in 2014;
however, 100% juice products were the only segment of the category to not experience a decline.
This can be attributed to the fact that consumers are willing to spend more for healthier products
and favor products that do not contain artificial ingredients or preservatives. The carbonated
beverage category is also experiencing a decline of 3.9% for the period between 2015-2019, which
demonstrates the growing trend of healthier juice options like Naked Juice9
.
ECONOMIC FORCES
5
8. Competitor Analysis
STRENGTHS
- Subsidiary of Campbell’s Soup
- No Preservatives Added
- Competitive Price
- Not Organic
- Not Non-GMO
- Only 13 Flavors
- Non-GMO
- 17 Flavors
- Competitive Price
- Slightly Higher Calorie Count
- Social Media Presence
- Non-GMO & USDA Organic
- 28 Flavors
- Large Instagram Following
- Appeals to Trendy Consumer
- Less Brand Awareness
- Higher Price
- Limited Distribution
6
STRENGTHSSTRENGTHS
WEAKNESSES WEAKNESSESWEAKNESSES
9. SWOT Analysis
STRENGTHS
- No Added Sugar or preservatives
- Appealing packaging and branding
- 20 unique flavors under 220 calories
- Non-GMO
- Sustainability Initiatives: Partnership with the Rainforest Alliance,
reNEWabottles made with recycled materials, and LEED
certified bottling plants
- Offer protein, probiotic, and prebiotic supplements in smoothies
- Wealth of resources (PepsiCo Subsidiary)
- Competitive price
- Leading market share in refrigerated juice/juice drink smoothies
- Strong social media presence - digital Kale Blazer campaign
WEAKNESSES
- No current national advertising campaign
- Tend to skew towards female audience
- High natural sugar content
- Legal dispute where “All Natural” and “non-GMO”
labels were challenged and damaged brand
repuation
- Not organic
- Customers perceive as a breakfast drink
OPPORTUNITIES
- Could play into growing organic food market & consumer
behavior trends
- 57.6% people would prefer organic, if given a choice10
- 1 1 % growth in organic food sales from 2000-201410
- Expected decline in carbonated beverage category
- Partner with health/lifestyle bloggers & social media
influencers
- Partner with community/non-corporate gyms to position as
a post-workout beverage
THREATS
- Cold Pressed Juices, like Suja Essentials, stealing trendy
consumer base
- At-home juice pressing and smoothie making threaten
consumer demand
- Consumers wary of high sugar content may negatively
affect sales in category
- Strict and changing regulatory standards on packaging
labels and phrases
- Skepticism among consumers for natural products
7
10. Objectives & Budget
MARKETING OBJECTIVES
In a one-year long marketing campaign, we will increase the
overall sales of Naked Juice smoothies by 9%. This will be
achieved by emphasizing Naked Juice’s convenience while
providing identical health benefits to homemade smoothies.
ADVERTISING OBJECTIVES
Within our target market of women ages 18-34, Admire
Associates will achieve an 80% comprehension rate and a
60% conviction rate. This means 80% of our target market
will understand our advertising message and 60% will find
value in our message and intend to buy Naked Juice fruit
smoothies. We will achieve an effective reach of 80% with
an effective frequency of 4, which means our advertising
message will reach 80% of the target market with a
minimum frequency of 4 times per person.
TIME FRAME
This advertising campaign will run for 12 months, beginning
in January 2017 and ending in December 2017.
BUDGET BREAKDOWN
Admire Associates was given a media
budget of $15 million to distribute
accordingly. The strategic allocation
of the budget can be seen below.
8
Internet
Television
Magazine
Production
Transit
11. Research
RESEARCH OBJECTIVES
- Learn about the target audience’s demographic, psychographic, and behavioristic information.
- Gain an understanding of the target audience’s opinions and behaviors around fruit juice smoothies in general
and Naked Juice specifically.
- Determine what media vehicles are most popular among Naked Juice’s target audience to see how to best
display our advertisements.
EXPLORATORY RESEARCH PRIMARY RESEARCH
Exploratory research was utilized to gain insight into the
target market of Naked Juice, discover strengths and
weaknesses of the brand, and learn about the trends of the
marketplace. In order to gather demographic and
psychographic information about consumers that drink Naked
Juice, we used Simmons Oneview Database. From this, we
discovered that the target market of Naked Juice is ages 18-
34, live in a metropolitan area, and care about being healthy
and living sustainably. Thus, we named this target market,
“The Healthy Go-Getters.” Simmons Database was also used
to determine what types of media vehicles Naked Juice’s
target market typically looks at such as Parade Magazine,
Smartsource Magazine, Facebook, Amazon.com, etc. We used
Bevindustry.com to analyze trends in the market. We learned
that ready-to-drink juice smoothies are often seen as
unhealthy because of the high sugar content or that
consumers are doubting how natural they actually are9
.
For our primary research, we conducted a survey that received
249 responses. 78.6% of respondents identified as female and
60.9% were ages 18-34, which falls within our target demographic.
Although 59.5% of respondents answered “yes” to consuming
ready-to-drink smoothies, they do not seem to drink them very
often: 32.4% said they “never” consume ready-to-drink smoothies,
and only 8.5% said they have them “1-3 times a week.”
83% of respondents were familiar with the brand Naked Juice and
56.1% would choose it over Naked Juice’s competitors. Despite
Naked Juice’s strong, positive brand awareness and popularity,
most respondents did not consume ready-to-drink smoothies very
often. This may be explained by the 61.9% that make smoothies or
juice at home, not that consumers have a negative perception of
smoothies. In fact, it is quite the opposite: 62.8% think of ready-to-
drink smoothies as healthy, and 25.2% believe the most popular
time of day to drink them is as an afternoon snack. When it came
to the most important factors to consumers when purchasing a
ready-to-drink smoothie, 33.9% said “Added Health Benefits (Pro-
tein, Probiotics, Prebiotic, Fiber, Vitamins, etc.),” followed by 30%
who said “Flavor Range” and 14.6% who said “Calorie Count.”
9
12. Brand Value Proposition
FUNCTIONAL BENEFITS
Naked Juice is a bottled juice smoothie with no added sugar or preservatives. Finding a favorite juice won’t be
hard, because customers can choose from 20 different flavor combinations. Not only is it convenient to shop
Naked Juice, as it is sold at most grocery and convenience stores, but it is also affordable. Naked Juice provides
the luxury of convenience compared to visiting the local juice bar or attempting to juice at home. The juices will
satisfy hunger by providing the nutritional benefits of fruits, vegetables and vitamins. They also offer boosts such
as protein and probiotics.
EMOTIONAL BENEFITS
Those who choose Naked Juice as their drink of choice will feel satisfied and confident in their decision. Naked
Juice will provide individuals with the energy they need to conquer the day and accomplish their goals. It is a
better alternative to soft drinks, that contain a lot of refined sugar, causing a mid-day crash. Naked Juice drinkers
will feel full and have the self-assurance that they received a healthy serving of fruits and vegetables. They will
be motivated, responsible, and ambitious in their future endeavors and life decisions.
SELF-EXPRESSIVE BENEFITS
Naked Juice consumers want to express that they value health, wellness, and sustainability. They follow the fruit
smoothie trend but choose ready-to-made Naked Juice, because it allows them to save time. They consider
themselves experts at balancing their health with a busy schedule.
10
13. Target Market
PRIMARY: WOMEN AGES 18-34
“THE HEALTHY GO-GETTERS”
Tori is a 19-year-old college student earning
her undergraduate degree at University of
North Carolina Chapel Hill. She is a Division I
women’s soccer player for the Tar Heels. She
spends most of her day attending classes
and going to team practices. Tori lives in a
college dormitory and has limited access to a
kitchen. She is always on the go and spends
many of her weekends traveling to other
states for soccer games. Spending time with
her team is important to her along with
maintaining close relationships with them.
Due to her busy lifestyle, Tori drinks Naked
Juice to ensure she is filling her body with the
proper nutrients to keep up with her day-to-
day tasks. Tori chooses Naked Juice as a
post workout supplement to keep her full and
satisfied in between meals.
MEET TORI
Daniella is a 32-year-old mother of two. She
lives in the suburbs and commutes to
Boston where she works as an
accountant. When she’s not at work, she
prefers to spend time with her family. She
also loves finding bargains, but prioritizes
nutritional benefits to ensure her family eats
healthy. Daniella attends yoga class three
times a week and eats a well balanced diet.
Her children are active in sports and music
classes. On the weekends, the family enjoys
going for hikes or kayaking at a nearby state
park. In addition to wellness and nutrition,
Daniella strives to teach her children the
importance of sustainability. She recycles
at her home and makes recycled DIY crafts
with her children. Because Daniella values
a healthy lifestyle for herself and her family,
she puts Naked Juice on her grocery lists.
MEET DANIELLA
MEET LAUREN
Lauren is a 23-year-old student earning her
doctoral degree in Cognition at the University
of Chicago. When Lauren is not studying for her
graduate courses, she enjoys walking around
Millennium Park or biking by the lake. Lauren
considers herself an optimist and believes you
should seize opportunities that present
themselves, hence her decision to move to
Chicago for graduate school and move in with
her college boyfriend. As a busy student on a
tight budget, Lauren looks for special offers
when purchasing food, but will spend the extra
money if she believes it to be healthy. That’s
why Lauren picks up a Blue Machine Naked fruit
smoothie to kickstart her day and purchases
an extra one for her boyfriend for an afternoon
refresher.
11
14. Campaign Strategy
THE CHALLENGE
Even though consumers understand the health benefits that Naked Juice has to offer, they are still
choosing to make their own juice smoothies at home more frequently than they are purchasing
Naked Juice in stores. Our challenge is to convince consumers that Naked is an easier and more
convenient option than making smoothies themselves. Not only will it save time and is easily
accessible, but it is just as healthy or even healthier because of the added health benefits like
protein, vitamins, probiotics, and prebiotics.
THE KEY INSIGHT
“The Healthy Go-Getters” strive to be healthy and active, but also tend to live busy lives. When it
comes to juice smoothies, they care most about added health benefits, flavor range, and calorie
count. We will focus on the convenience of Naked Juice and how it is a healthy choice for their
hectic life that won’t leave them feeling guilty after drinking it.
THE BRAND PROMISE
Naked Juice is an easier alternative to homemade smoothies with the same health benefits.
12
16. The Creative Strategy
CREATIVE STRATEGY
ART DIRECTION
COPYWRITING
14
The Healthy Go-Getters live hectic lives, and we will focus on the fact that Naked Juice is a more
convenient alternative to a homemade smoothie, but with all the same health benefits. Our ads will
accomplish this by showing pieces of fruit that have started to be peeled, symbolizing the fact that Naked Juice
is doing the peeling and blending process for you. The simplicity of the ad also represents how much easier it
is to choose Naked compared to a homemade smoothie.
In order to emphasize the convenience of Naked Juice, we are displaying a piece of fruit as the main
focus of each print, transit, and online ad. Each will be peeled in a creative way to show that Naked Juice is
doing the work for you. Each piece of fruit will also be placed against a single color gradient. We
specifically chose a simple design to represent how easy and stress-free it is to choose Naked Juice. Our
commercials will compare two women, one who is attempting to make a smoothie herself, and one who is able
to relax and enjoy her smoothie experience with Naked Juice. This reinforces that the product saves time and is
a more convenient option than a homemade smoothie.
Each ad will display a creative copy above the fruit. They are each specific to the fruit that is featured in the ad,
with a play on words to capture the lighthearted nature that Naked Juice communicates on its bottles and as a
brand. We also used a playful looking font for this copy to further represent that attitude. Underneath the fruit,
we placed our copy, “Peeled and Blended for You,” to emphasize the fact that Naked Juice is doing all the work.
Finally, after that we have our big idea, “Life’s Easier Naked.” We used a simpler font for those two phrases that
is similar to the font Naked Juice uses on their bottles. At the bottom of the ad, we display body copy that
focuses on the benefits that Naked has to offer, along with our call to action.
19. Video Execution & Creative Testing
CREATIVE TESTING
We creatively tested our ads and big idea with women in our target audience and received
overwhelmingly positive results. Everyone thought that the ads were professional looking and
aesthetically pleasing. Some people said that our font colors were a little too bright or bold, so after
testing our ads, we changed some of the font colors to better match the overall design. The
women also understood the concept that Naked is a more a convenient option than making a
homemade smoothie. One observant noted, “Naked Juice seems like an easy option!”
“LIFE’S EASIER NAKED” - 30 SECONDS
Track: Upbeat Playful Soundtrack
Narration: Life’s Easier Naked. We do the
work so you don’t have to.
Choose from over 20 of our flavors with
even more health benefits than your
homemade smoothie.
Peeled and blended for you. Naked Juice.
17
20. Media Objectives & Strategies
MEDIA OBJECTIVES
TARGET MARKET: Our target market for this ad campaign are the Healthy Go-Getters. This includes women
between the ages of 18 and 34. Women during this time of their life tend to be very busy, whether it is with
college, finding a job after graduating, settling down, or starting a family. They are very health-conscious and
strive to stay active, even though they are always on the go. Our agency will reach this target market through a
variety of media such as magazines, television and online pre-roll commercials, internet, and transit ads.
GEOGRAPHIC PLACEMENT: Our campaign will include a combination of national and regional advertisements.
Our print ads will be distributed nationally across the United States. However, the transit ads will be placed on
regional subways in popular metropolitan areas such as New York City, San Francisco, and Chicago.
MESSAGE WEIGHT: Our campaign will be spread nationally. Therefore, all of our advertisements will have an
equal amount of advertising.
MEDIA STRATEGIES
REACH & FREQUENCY: Admire Associates aims to achieve an effective reach of 80% and an effective
frequency of 4.
18
CONTINUITY: Our advertisements will be part of a pulsing continuity campaign. This means that we will have
consistent ads throughout the entire year with increased advertising during select months. Our goal is to
emphasize Naked Juice during the warmer months of the year, so advertisements will be displayed more
frequently between the months of May through September.
MEDIA DIMENSIONS:
Print: (3) Magazine 8.5’’ x 11’’ 4-Color with bleed
Online: (1) 30 second pre-roll commercial, (1) 1 second Boomerang video, (1) Wide Skyscraper 160 x 600 pixels
Television: (1) 30 second commerical
Transit: (1) Two poster 57’’ x 43’’
21. Media Mix: Magazines
Cosmopolitan is a women’s print and digital magazine owned by Hearst Communications, Inc. that
centers around women’s relationships, romance, health, fashion, beauty, and pop culture11
. Cosmopolitan’s
readership demographic is very similar to Naked Juice’s target market. According to Simmons Oneview,
87.7% of people who read or looked at the magazine in the past 6 months are women, and 51% are ages
18-34. By advertising in Cosmopolitan, we will capture a substantial portion of our target market demographic.
COSMOPOLITAN Circulation: 3,038,365
Glamour is a print and digital publication that focuses on beauty, fashion, health, relationships, and
women’s issues and work12
. According to Simmons Oneview, 87.4% of people who read or looked at
the magazine in the past 6 months are women, and 49.7% are in our target market range. Our ads
will be exposed to a significant segment of our target market, while also aligning the Naked Juice
brand with a magazine dedicated to women’s trends and culture.
GLAMOUR Circulation: 2,313,279
SHAPE is a print and digital publication that aims to be women’s go-to resource for “how to look and feel amazing,”
covering wellness, fitness and health13
. It is the #1 active lifestyle brand for women and the leader in circulation, ad
pages, and global editions in its category. According to Simmons OneView, 80.8% of those who read or looked
at SHAPE in the past 6 months are women, and 48.8% fall within our target age range. This will help increase
our brand awareness among women who are trying to follow healthy lifestyles.
SHAPE Circulation: 2,528,292
SELF is a print and digital publication that focuses on fashion, workouts, beauty, recipes, fitness tips and more14
.
According to Simmons Oneview, 85.3% of people who read or looked at SELF in the past 6 months are women,
and 45.8% are ages 18-34. We will reach a significant portion of our target market while associating Naked
Juice with women’s lifestyle topics.
SELF Circulation: 1,490,012
19
22. Media Mix: Online
Buzzfeed is a cross-platform and global network for news and entertainment. With more than 200 million monthly unique visitors, Buzzfeed
is a great place to display a fun and creative Naked Juice advertisement. 70% of Buzzfeed’s traffic comes from mobile devices15
, therefore
it would be very convenient for Healthy Go-Getters to view the ad when they’d prefer to easily pull it up on their phone.
BUZZFEED
Refinery29 is a lifestyle platform that provides modern women with the latest trends on fashion, beauty, entertainment, and other tips to
help their audience live a stylish and healthy life. This platform’s audience primarily includes women with a moderate to higher income,
between the ages of 18 and 3416
. Refinery29’s audience aligns perfectly with the individuals that we are trying to reach with our ads.
REFINERY29
Our Naked Juice advertisement will be placed on Pinterest as a promoted pin because it is a great tool to visually promote the brand, as
well as grab the attention of the 34% of 18-29 year olds that use Pinterest17
. When an image is repinned, it is saved for later, and therefore
the brand recognition and loyalty can grow stronger with a younger demographic.
PINTEREST
Hulu is an online video website that allows visitors to view or catch up on a television show or movie that is currently airing. According to
AdWeek, “82% of Hulu subscribers are 18-49 and the median viewer age is 33.” Without the cost of cable TV, the statistics prove some
people prefer online video over television18
.
HULU
YouTube, according to DigiDay in 2015, has a viewership with 17.2% of girls ages 13-17, 39.9% of women 18-24, and 16.9% of women 25-34. The
top three subject videos are makeup and cosmetics at 89.31% viewership, skin and nail care at 85.29% viewership, and weight loss at 61.14%
for women viewers19
. An ad for healthy and easy smoothies like Naked will attract the demographic to find out more about the brand.
YOUTUBE
As a sponsored post, it will be easy for a user to see it on the sidebar. According to Sprout Social, in 2015, 87% of Facebook
users are between the ages of 18-29 and 73% are 30-49 years old20
. Therefore, it is important to utilize Facebook for our
advertisement because it encompasses our target market age.
FACEBOOK
20
23. Media Mix: Transit
21
The New York City Subway is the most popular method of transport in New York City, and it
is the world’s largest rapid transit system by number of stations21
. Because of its large area
coverage, we will be able to reach a large amount of women in our target market that might
be traveling to work or heading to class.
NEW YORK CITY SUBWAY
The Chicago “L” is a subway that covers the city and some surrounding suburbs of Chicago.
Owned by the Chicago Transit Authority (CTA), it is one of the most popular urban train systems
in the country. Our target market is largely comprised of urban residents, and the “L” will reach
a large portion of the women ages 18-34 who live in the metropolitan midwest22
.
CHICAGO “L” TRAIN
The Bay Area Rapid Transit System (BART) in San Francisco is a rail transportation service
that connects San Francisco with cities in the East Bay and suburbs in northern San Mateo
county23
. A large amount of people in San Francisco utilize public transportation to get around,
so placing our ads in this location will guarantee a number of impressions in our target market.
SAN FRANCISCO BAY AREA RAPID TRANSIT
24. Media Mix: Television
22
Grey’s Anatomy is a medical drama series that focuses on a group of doctors at a hospital in Seattle. Meredith
Grey is the show’s namesake, the daughter of a famous surgeon, and struggles to maintain relationships
with her colleagues. According to Simmons Oneview, 28.8% of viewers fall within our target market age range,
and 72.6% are women. By playing our commercials during this time, it will effectively reach our target audience.
GREY’S ANATOMY ABC Thursdays at 8pm EST
ABC Mondays at 8pm EST
The Bachelor is an American reality television dating game show. The Bachelor has been so successful that it
has resulted in several spin offs. These include The Bachelorette and Bachelor in Paradise. According to Simmons
Oneview, 24.8% of the show’s viewers are ages 18-34 and 68% are women. The show’s viewers are similar to our
target market demographic; therefore, the Naked Juice commercials will be effective.
THE BACHELOR
Ellen is a popular talk show featuring celebrities, comedy sketches, and more. It is a highly rated show with a
ranking of 8.7/10 on TV.com24
. According to Simmons Oneview, 24.1% of viewers fall within our target market age range,
and 71.3% are women. This increases the likelihood that we will reach our target audience.
ELLEN Monday - Friday Various Daytime Slots
FOX Tuesdays at 8pm EST
New Girl is an American sitcom about a young woman who goes through a rough breakup and moves in with
three single guys. This is a very well-liked show, ranking an 8/10 on TV.com25
. According to Simmons Oneview,
43.4% of viewers are ages 18-34, and 66.8% are women. This show has many viewers within our target audience
that would see our Naked commercials.
NEW GIRL
26. #2: CUSTOMIZE YOUR OWN NAKED JUICE APP
OBJECTIVE: Allow Naked Juice lovers to take their passion a step further and create their
own custom juice.
STRATEGY: This execution will allow Naked Juice fanatics to take their love to the next level.
Customers are encouraged to download the phone app and follow the step-by-step instructions
to make their own juice smoothie. With the customization of a homemade smoothie but without
the hassle, creators will be able to pick the fruit, vegetables, and boosts that they want. Naked
Juice will then take the information provided by the customer and customize the bottle with witty
sayings and unique graphics. The first 1,000 customers to download and order a custom juice will
receive it for free. For all other custom orders, a purchase will be required.
Brand Activation
#1: KAYLA ITSINES: SPONSORSHIP & TOUR
OBJECTIVE: Partner with Kayla Itsines to promote Naked Juice as a healthy, time-saving alternative to drinking homemade smoothies.
STRATEGY: Kayla Itsines is an Australian fitness mogul who has become famous for her Bikini Body Guide’s
28 minute workouts. Naked Juice will collaborate with Kayla and have her endorse the brand on different talk
shows, including the TODAY Show. Naked Juice will also sponsor one of Kayla’s U.S. workout tours. The brand
will set up a lounge at the free bootcamp session in every city across the U.S. that Kayla visits. The stand will
allow “BBGers” to try Naked Juice post-workout and encourage them to make it a part of their daily life, since
both brands stress health and convenience.
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27. Brand Activation
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#3: NAKED’S RENEWABOTTLE MACHINE TOUR
OBJECTIVE: Encourage individuals to recycle and drink more Naked Juice.
STRATEGY: Naked Juice is a firm believer in recycling plastic bottles. Through this execution, the company will
encourage individuals to recycle their empty bottles and get a free Naked Juice in return. The brand focuses on
bottle “reincarnation,” also known as the Naked reNEWabottle. Their bottles are made from recycled bottle plastic
and can then be made into another bottle after finishing the juice. The vending machine will travel to different l
ocations such as airports, train stations and malls, each for a month at a time. This will promote the big idea of
Naked Juice as the number one choice for on- the-go people. The machine will feature a touchscreen where users
can sign in and choose which flavor they would like to enjoy.
#4: #LIFESEASIERNAKED INSTAGRAM CHALLENGE
OBJECTIVE: Connect with consumers on social media by having them share where they enjoy Naked Juice.
STRATEGY: The Life’s Easier Naked Instagram Challenge will encourage Naked Juice consumers to post
photos of where they enjoy drinking the juice. The main goal of the challenge is for customers to show
how Naked Juice fits conveniently into their life, using the hashtag #LifesEasierNaked. This will also increase
our reach by exposing the brand to followers of those who are posting the pictures who may not be
familiar with Naked Juice. Our social media accounts will repost some of the pictures that use the hashtag
in order to engage with users.
28. Evaluation
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The three main objectives of Admire Associates are to increase comprehension rates of the Naked Juice
brand by 80%, increase conviction rates by 60%, and to increase sales by 9%. We predict that we will be able
to achieve these objectives by strategically placing our advertisements in the appropriate media vehicles and
brand activation techniques. Our expected progress of reaching our comprehension, conviction, and sales
objectives are outlined in the table and graphs below.
31. Agency Profiles
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LAURA AMATO is a sophomore Integrated Marketing Communications
major with minors in CMD and Psychology from Syracuse, NY. Laura is
passionate about movies, food, and travel. She is involved with IC Public
Relations Student Society of America, Students Today Alumni Tomorrow,
IC AfterDark, and works as a Student Leadership Consultant. This summer,
Laura will be a Public Relations Intern at Eric Mower & Associates.
FAVORITE FLAVOR: Power-C Machine
ALEXA CLOUTHIER is a junior integrated marketing communications
major. From Coxsackie, NY, Alexa has big dreams of living in New York City
after finishing her schooling at Ithaca College. In her free time she enjoys
blogging, spending time with friends and family and traveling. Outside of
classes, Alexa in a member of AAF and AMA. This summer, Alexa will be an
intern at Marina Maher Communications in New York City.
FAVORITE FLAVOR: Cherry Chia Lime
32. Agency Profiles
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NICOLE FERRARA is a sophomore integrated marketing communication
major with a minor in writing from Westchester, NY. Outside of
communications, she has a passion for acting, singing and dancing.
Nicole is a member of IC Public Relations Students Society of America, Spit
That!, Unbound Dance Company and ICTV. After college, Nicole wants to
work in marketing/advertising for movies or TV shows.
FAVORITE FLAVOR: Blue Machine
KATIE O’HARA is a sophomore Integrated Marketing Communications
major minoring in Women’s & Gender Studies. From Westborough, MA, she
is passionate about blogging, fashion, and fitness. Katie is the
treasurer of IC Public Relations Student Society of America, a stylist for
HiFashion Studios, and a writer for IC Her Campus. This summer, she will be
a Marketing Intern for Youth Marketing Connection in Boston, MA.
FAVORITE FLAVOR: Kale Blazer
33. Agency Profiles
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JESSIE WALKER is a sophomore Integrated Marketing Communications
major with a minor in Environmental Studies. She is from the town of Elmer,
NJ, and enjoys spending time with friends and family, listening to music,
and exploring new places. Jessie is an active member in the IC
Public Relations Student Society of America and will be the Webmaster
next semester. She is currently interning with WSKG Public Media.
FAVORITE FLAVOR: Red Machine
KAITLYN WILLIS is a sophomore Integrated Marketing Communications
major from Holliston, MA. She loves to blog and entertain by creating
videos about lifestyle advice. Her Campus is a club she is involved with
that lets her practice her passion! After college, she wants to start her
own business and help out at nonprofits. This summer, Kaitlyn will be
working as a Social Media Manager for YMCA.
FAVORITE FLAVOR: Green Machine
