Naked Brand Says "When Thungry, Get Naked" to Satisfy Snack Time
On a mission to reinvent snack time and fuel those who live life on their own terms, Naked Brand, best known for its fruit juice smoothies, today introduces "When Thungry, Get Naked," a new campaign that explores the mid-afternoon slump when it's difficult to differentiate between feeling hungry, thirsty, or two things at once. Naked coined the term "thungry" for the feeling of being simultaneously hungry and thirsty.
Created by FIG, Naked's creative agency of record, the campaign features :06 animations developed by production company ManvsMachine inspired by how Naked crafts its delicious signature smoothies, "a drink you can food." The spots highlight the beauty of carefully blended real fruit juice and veggies. They illustrate Naked's delivery of functional benefits across various products within the portfolio, including those that are rich in antioxidants, protein, and vitamins to drive home that Naked can be a tasty and nutritious solution during those moments of craving.
With a portfolio of nutrient-packed smoothies featuring a variety of real fruit juice, veggies and vitamins that are Non-GMO Project Verified, Naked smoothies contain no added sugar or artificial flavours.
In partnership with comedy director Tom Kuntz, the longer-form campaign spots explore the essence of feeling two things at once, like feeling thungry, in a series of relatable stories.
"We've all been there at 3 p.m. when the stomach pangs hit and this campaign is a playful demonstration of how Naked is putting a stake in the ground, solidifying the brand's place as a tasty solution for those exact moments," said Monica McGurk, CEO of Tropicana Brands Group's North America business unit. "Our suite of Naked smoothies offers something to satiate any desire, whether you're thirsty or hungry — or both."
The campaign highlights the brand's focus on inspiring and engaging a younger gen Z audience of smoothie lovers who prioritise snacks that offer functional benefits and how this target is shaping its future product innovations.
"It was a genuine pleasure making our first work with the ambitious team at Naked," said Justine Armour, chief creative officer and partner at FIG. "They extended to us the kind of rare trust that enables an agency to do our best and smartest work. '"Thungry'' was a pitch-winning idea that evolved and became simplified after we were awarded the business. We are immensely proud of the work, a happy result of deep collaboration with our new clients."
The campaign launches on Tuesday, May 28 with a cross-channel social and digital campaign on Meta, YouTube, and TikTok. The :30 and :15 spots will appear on streaming platforms including Peacock, Roku, BET+, and Disney+.
