Challenge: Naked Juices and Smoothies were a revelation when they launched decades ago. But decades ago was decades ago. The beverage coolers have grown, the alternatives have gone mainstream, and Naked had been crowded out.

Unlock: Looking at sales data, a strange outlier intrigued us. Naked crushed it at airports. Why? The airport is a confusing place. What time is it? Am I hungry? Am I thirsty? What do I need? People dug Naked in this confusing space because it did the work of a snack and a drink at once. Thick and packed like a snack. Easy and refreshing like a drink. This weird data point pointed a way forward. In a world where snacking is booming, we could be another drink or be our own thing.

Strategy: Create our own need state (and category). Thungry.

Results: Sales volume up 13.6% in 12 weeks post-launch. Retailer distribution up 18.8%. Household penetration up 11%. Brand mentions up 8%, driven by "thungry" conversations.