AZUSA, CA: Naked Juice has launched a Facebook campaign to generate awareness about its recent transition to 100% post-consumer recycled bottles.
The "Naked Message in a Bottle" launched on September 14 and allows Facebook users to pass along virtual Naked Juice bottles with their own messages. For every virtual bottle passed along, Naked Juice plans to donate five cents to Keep America Beautiful. This campaign applies to the first 400,000 bottles passed and Naked Juice's donations are capped at $20,000.
Amy Oates Fitzgerald, director of marketing at Naked Juice, said the campaign had a “limited budget” but wanted to call attention to the bottles, which first launched in July. Naked Juice is a part of PepsiCo.
“We have a very vibrant online community that was started by fans – not by the brand,” Fitzgerald said. “These people are passionate about Naked Juice and we want to get them motivated to talk about this new bottle.” The brand's Facebook page has more than 5,000 fans.
Fitzgerald added, the company wanted to reiterate its position on environmentalism and green communities through this campaign, but wanted its consumers to talk about their favorite Naked Juice.
The campaign is targeting Naked Juice's core consumer base, who are primarily
environmentally-conscious, affluent, educated, online, and includes “new yuppies” who are under 35-years-old and college students, Fitzgerald noted.
“We also keep people informed of the messages people type on their bottles so we'll keep our consumers informed of this,” she said.
Naked Juice is working with its AOR, Ogilvy PR, on the effort.