It may have built its empire largely through word of mouth, but Australian juice brand Nudie is making a stronger push into multichannel marketing and upping its ad spend with the launch of an outdoor campaign.
As part of the rollout of its Nudie & Soda product into Coles supermarkets, Nudie has launched a summer outdoor campaign, live on billboards and bus backs across the country between November and January.
The outdoor activity will be supported by social and digital channels, as well as an interactive vending machine which Nudie will be taking to Brisbane, Sydney and Melbourne. Based on the idea that Nudie & Soda contains 50% real fruit juice, the vending machines will ask customers three questions related to theme of “50%", which, if answered correctly, will dispense a free drink.
In the past, the juice brand has largely relied on grassroots activities, word of mouth and sampling, to build its popularity, but has recently looked into diversifying its strategy.
Nudie marketing manager Carlie Platts said that while Nudie wouldn’t be throwing the baby out with the bathwater, it was looking to support the Coles roll out with additional channels.
“We're 11 and a half years old. The first five or six years we were working on very little marketing budgets that was really driven by word of mouth,” Platts said.
“While experiential marketing, sampling and event is always going to be true to our heart, we also want to reach the masses, that's why we are exploring new things for us.”
Nudie also recently branched into TV marketing with its first commercial launching at the beginning of October for its lunchbox-friendly Kids Nudie range.
While figures were not available yet, Platts said the campaign “worked really well” and would be something the brand would consider again.
“We are a very flexible brand and will continue to test different forms of marketing to reach our customers in new and engaging ways. We try to approach traditional media in a unique way and stay very true to the Nudie brand,” Platts said.
She added one of the challenges in moving media channels is retaining the distinctive “Nudie tone of voice,” but said the team and its agency Jack Watts Currie work hard to ensure every touch point is on brand.
Platts added that another non-traditional media channel for Nudie is its sponsorship support of the Sydney Skinny- a naked swim for charity. She added that the next focus of the brand will be its campaign for the event, held in March.
Nudie has recruited former Big Brother contestant Tim Dormer as an ambassador for the Sydney Skinny and will be recruiting a team of 100 through social media to do the naked challenge alongside him.
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