Naked Juice’s audience was going to be hard to pin down, but we knew one activity where we could capture their attention: biking. We took that insight and thought “why not talk to an active audience, WHILE they are being active”? As a result, we identified popular parks in major markets and created exclusive Naked Juice branded bike lanes experiences.

The campaign was more than a year in the making. It began with market feasibility studies that examined every detail - from ideal trails in each location, code-compliant branding materials and the number of extra police officers that each city would need per biking event. Depending on the city, each event required working relationships across as many as six municipal services departments, including Office of Special Events, Police, Fire, Departments of Transportation, Parks & Recreation, Neighborhood Involvement - and even City Councils. To do this, we leveraged collective experience of three organizations with deep expertise in conceiving and executing in-market events and engagement opportunities. Naked Juice provided the best asset of all in terms of the brand equity which acted as immediate credentials.

Over 80% of NJ’s core base consumer of dynamic doers engaged with the messaging.

Over 800,000 cyclists engaged with messaging with an additionally 36,000 samples handed out to thirsty park goers!