In late 2019, independent creative agency, Channelzero, won against a number of bigger agencies in a pitch to partner with Australia’s iconic juice brand, nudie.
Channelzero will lead a new strategic direction for the brand – focusing initially on OOH, social video and digital ads.
nudie’s brief was to maintain their strong market position, whilst delivering further growth. Vitally, nudie needed to reconnect with audiences emotionally.
nudie’s head of digital, Emilie Durand said: “Our two companies share a similar no-nonsense approach. We were looking for a capable agency that could align with our culture and help us move the brand from ‘innocent’ to ‘hero’.
“We wanted to educate around 100% juice in a way that speaks to Australians. Channelzero’s pitch hit exactly the note.”
Channelzero’s winning campaign will focus on the affirmative Aussie saying, ‘100%’.
Channelzero’s strategy partner, Dan Machen said: “Our approach to nudie was to
culture-jack and, in a world increasingly dominated by too much fake stuff, take a stance based on nudie’s key values of ‘honesty and trust’. Does nudie hero the truth? 100% we do.”