The Homa Files

TakeAway: Sales of super premium juices have held up relatively well in a downturn, despite the products’ high price points.

PepsiCo launched the first national ad campaign for Naked Juice, its premium bottled juice brand.

Acai-based juices are competing on authenticity about their products, while up-and-coming brands deride mass market brands.

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Excerpted from Brandweek, “Naked Juice Ads Tell ‘Naked Truth’” By Elaine Wong,October 1, 2010

The campaign kicked off on digital properties and Naked Juice’s Facebook page. It highlights the brand’s promise—”no added sugar or preservatives”—and invites consumers to submit their own “naked truth.” Digital banner ads show live conversations consumers are having about the brand.

Print ads, which break in magazines such as Fitness and Shape, target consumers ages 25 to 35, who are “health-conscious, active and balanced in their food choices,” said Naked Juice’s marketing director.

Naked Juice was one of two pioneers (its rival is Odwalla) in the super premium juice category. But over time, the category’s original positioning and heritage became diluted, mainly, competitors coming into the marketplace are now introducing products with added sugar and extra water.

Edit by AMW

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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ifd62d5f2cdeae60ecdfda51c1a6f4e83

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This entry was posted on October 27, 2010 at 6:15 am and is filed under Mktg - Positioning, Mktg - Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.