SYDNEY, AUSTRALIA – What happens when you mix iconic Aussie personality Sophie Monk with a cheeky wellness campaign? You get the 100% wholesome nudie Shots campaign – a playful take on functional drinks, powered by Circul8 and Bench Media.
Teaming up with Monk, nudie delivers a refreshing spin on healthy living with its 60ml juice shots. Unlike what the name might suggest, these nudie shots are all about purity and are bursting with real ingredients, pre- and pro-biotics, and zero nonsense. They’re designed to fit seamlessly into the fast-paced lifestyles of health-conscious Aussies, delivering a quick wellness boost on the go.
Emilie Durand, Head Of nudie Brand (Juice) said: “We’re beyond proud to launch this campaign with the one and only Sophie Monk. Her cheeky humour is perfect for giving Aussies a nudge to take their health seriously – just not too seriously.
“The campaign is all about shaking up the functional drinks space, making wellness fun, effortless, and ridiculously tasty. This is one nudie shot nobody will regret!” she explained.
The campaign kicks off with a OOH teaser campaign across high impact poster sites in Sydney and Melbourne with Sophie Monk introducing the new nudie shots to her social media followers. The teaser campaign sets the stage for a broader paid media rollout across Meta and TikTok to amplify engagement and drive excitement and awareness among target audiences.
Out-of-Home screens will be used near key retail locations to drive impulse purchases during grocery runs. Additionally, strategic placements in fitness centres will connect with health-conscious Aussies in a fitting environment.
Alana Stocks, Founder and Managing Director, Circul8, said: “We know it’s harder than ever to get people’s attention, especially in social. But we also know humour and fame cuts through. This campaign is the perfect blend of the cheeky tone nudie is known for, delivered by the perfect person for the job Sophie Monk. This is the first of many great campaigns to come since winning the pitch for the nudie business earlier this year.”
Nate Vella, Brand Strategy Lead at Bench Media, said: “We’ve been delivering effective and innovative media solutions for nudie for almost 3 years now. This campaign launch is an important new product offering for nudie and the media strategy and execution have been built around the audience to maximise impact and engagement with the creative idea, from street posters through to OOH and social.”
The campaign runs from 2 April to 30 June, just in time for a health boost before the colder months to keep those winter nasties at bay.
Brand: nudie
General Manager: Samantha Hutson
Head of Brand (Juice): Emilie Durand
Brand & Creative Manager: Amarna Jones
Media Agency: Bench Media
Brand Strategy Lead: Nate Vella
Performance Project Lead: Jamison Milessis
Creative Agency: Circul8
Founder & Managing Director: Alana Stocks
Creative Strategy Partner: Phil Watson
Head of Operations & Delivery: Audrey Wigsten
Head of Digital & Design: Neil Neelan
Cinematographer: Jarryd Sinclair
Digital & Social Media Manager: Kate McGregor
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