naked — benefit with no effort
business problem
Naked, a high-end smoothie brand, was about to launch in the russian market. The client needed to keep the global brand's essence but make it locally relevant and resonate with the target audience of successful office workers.
strategy Insight
It was 2019 and we had a blooming culture of over-achieving, being a superstar at everything: work, sports, parenting, hobbies, traveling, etc. People believed that they should spend every second of their time efficiently. Being exhausted from this, our target audience secretly wished they could get some benefit sparing no effort at all.
edge
Naked was a perfect match for people's wishes: the smoothies were great for your health, yet hearty and tasty. The strategy was to show that Naked Smoothie is an effort-free way to get some benefits.
Idea
To turn then popular expressions of overachieving culture upside down, emphasizing the joy of not having to do anything to get benefits.
Results
The campaign was launched in late February 2020 and ran for just a week before the pandemic hit russia. So, we cannot brag about great results, but this is one of my favourite campaigns, so I decided to tell you about it.
Agency: Friends Moscow
Creative Director: Denis Eliseev
Team: Anna Petrova, Anna Rezhapova, Mila Ivakhnenko
