Nudie, since its launch in 2003, has carved space in the Australian juice market with its playful branding and “nothing but” natural ingredients.
In 2025, nudie prepared to launch its 60ml Juice Shots range, designed to meet consumer demand for convenient, functional health formats.
However, this was an already saturated category, with competitors leaning on polished “fitfluencer” figures and aspirational wellness imagery.
How to make nudie juice shots fun, accessible and unmistakably “nudie” in a world where wellness messaging risks alienating the everyday shopper?
Creative digital agency Circul8 and independent media agency Bench Media were called in to create an influencer led campaign, coupled with outdoor media.
Brief
Circul8 and Bench Media were asked to: Drive awareness in key metro markets (Sydney, Melbourne, Brisbane); Encourage trial and consideration, particularly among grocery buyers; Deliver measurable sales increases in supermarkets.
Strategy
The campaign centred on the insight that while juice shots often target health devotees, nudie’s audience are everyday Australians juggling busy lives. They want health benefits but don’t want to be lectured or made to feel inadequate.
From this insight the creative platform, “100% wholesome nudie shots”, evolved. A tongue-in-cheek double entendre flipped the category on its head, using humour to make juice shots approachable, fun, and relevant to mainstream shoppers.
To bring the idea to life, nudie needed a partner who embodied irreverent humour and down-to-earth relatability.
Sophie Monk, an Australian personality known for not taking herself too seriously, aligned with the brand’s playful edge. The ‘100 % wholesome’ twist was that Sophie kept her clothes on for the nudie shots.
The channel strategy placed social at its core, with Sophie Monk’s content designed for TikTok and Instagram first. Paid and organic social media were complemented by out-of-home (OOH) in high-traffic metro hubs, with QR-enabled posters.
This integration allowed nudie to dominate both online feeds and city streets, creating a campaign loop that drove awareness, interaction and, ultimately, purchase intent.
Execution
The campaign launched in April 2025 running for 12 weeks across metro markets.
It kicked off with a teaser phase, using posters in Sydney and Melbourne featuring only a QR code and the line: “Want to see some nudie shots?” Those who scanned the code were sent to a video of Sophie Monk with a nudie juice shot.
The reveal followed with a social-first rollout, where Sophie served up a suite of short-form videos and “nudie shot tips” across TikTok and Instagram. Each piece played with the double entendre while showcasing nudie Juice Shots.
Paid media amplified Sophie’s content. Bench Media then carried the social idea into OOH formats, from large-scale posters in high-footfall metro areas to street placements near supermarkets. These executions carried the same QR integration as well as digital video ads, driving audiences back into the social ecosystem and reinforcing a seamless physical-to-digital connection.
Results
The “100% wholesome nudie shots” campaign delivered against every objective, blending creativity with measurable commercial impact.
Awareness and Reach
More than 22 million impressions generated across digital, 2.5 million unique reaches, equating to 75% of nudie’s target grocery buyer audience in eastern metro capitals and more than 55,900 clicks, achieving a click-through rate of about 0.25%.
Social
Sophie Monk’s organic content delivered 553,000 views and 5,700 engagements, with an engagement rate of 2.64%. Paid social activity yielded a further 19,300 engagements. The campaign generated active customer participation, with audiences commenting, sharing, saving and joining nudie’s pages in volume.
OOH & Interactivity
QR-enabled posters drove 1,246 scans.
Sales
nudie Juice Shots achieved a +33% uplift in average weekly baseline unit sales versus the prior period (Nielsen Scan Data, 13 weeks to July 1 2025).
Samantha Hutson, general manager at nudie, said the campaign showed the power of pairing the right personality with the right product.
“It sparked conversation, captured attention at scale and delivered real commercial results; putting the nudie brand in front of broader, more diverse audiences than ever before,” she said.
Ori Gold, CEO of Bench Media, said the campaign set a new benchmark for FMCG launches in Australia.
“By putting social at the core of the media strategy, backed by smart targeting and integration, we proved creativity can translate directly into retail sales at scale,” he said.
“It’s the kind of brave, growth-driven work that shows what’s possible when brands embrace a truly modern media approach.”
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