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.