nudie brings the squish back to juice in new brand campaign via Common Ventures
Australia’s largest chilled juice brand, nudie has launched “Embrace the Squish”, a new brand campaign developed by creative consultancy Common Ventures that celebrates what makes its juice different – real fruit squished into every bottle.
Created to reignite consumer awareness and remind shoppers of nudie’s brand ethos of ‘100% squished fruit’, the campaign brings the brand’s distinctive tone and product truth to life across out-of-home, BVOD and social.
Says Emma Fogarty, Head of Marketing at nudie: “nudie has a strong, clear brand ethos: we create good using nothing but the good stuff. As well as being of the highest quality, nudie has a fun, cheeky personality that we wanted to highlight.”
While many juices are made from concentrate or added flavours, nudie is made with 100% real fruit. No concentrates. No added flavours. Just fruit, squeezed into juice.
The campaign idea, Embrace the Squish, turns that simple truth into a bold creative platform. It celebrates the physical, sensory and slightly chaotic act of squeezing real fruit, from the pressure and pulp to the colour and freshness in every bottle.
In OOH, drinkers are shown wedged between giant pieces of real fruit, as if they’ve been caught at the exact moment the juice is made. The work makes freshness feel physical, using a simple visual metaphor to show that nudie comes from real fruit, not “fruit concentrate”.
For social and BVOD, the creative plays off one of nudie’s most recognisable distinctive brand assets, ‘21 oranges’, turning the campaign’s squishy product truth into a series of fast, funny and highly shareable films. If we’re squishing 21 oranges into a 2L bottle of nudie juice, how many could we fit into a café? a van? a playground? Not as many as we squish into nudie juice – that’s for sure.
Says Jane Burhop, Executive Creative Director, Common Ventures: “The best bit about this campaign was the fact that we had a simple, no-nonsense product truth – a juice that was nothing but squished fruit. This gave us the perfect excuse to build a wildly fun world to play in, delivering moments that are just as fun and fruity as the juice itself.”
Together, the campaign gives nudie a simple and ownable way to talk about real fruit juice, while bringing back the playful, irreverent tone the brand is known for.
The campaign is now live.
Client: nudie
Head of Marketing: Emma Fogarty
Brand & Creative Manager: Aoife Murphy
Agency: Common Ventures
Media: Bench Media
OOH
Production Company: Photoplay Photography
Photographer: Michael Corridore
Producer: Anna Cuthill
Retoucher: Electric Art
Senior Producer: Roy De Giorgio
Video
Production Company: Common Ventures
Director: James Crawley
DOP: Matt Maule
Senior Producer: Lisa Macfarlane
Producer: Georgina Bannister
Sound: Nick Keate
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