In today's life, digital communication is very important for companies and brands to establish themselves online. They need this online presence to connect and keep in contact with their customers in an entertaining, non-persuasive way. Focusing on the brand "Naked Juice", for example, one can see that online presence exists, though that the strategy is not completely clear which leaves a lot of room for improvement.
18 to 35 year-old mostly female, young professionals and health conscious people but also people who care about the environment are among the target audience. Connecting to them in a visual way through Online Advertising and on social media is extremely important to enhance the chance of Naked Juice being bought over other brands, thus the goal is to improve sales numbers.
Naked Juice is an American brand making juices and smoothies since 1983 in Monrovia, California and is owned by PepsiCo since 2007. They started distributing their products dominantly in the US and had soon expanded to the UK and Canada. Naked Juice claims to be sugar and additives free and the fruits and vegetables are all hand inspected which helps form their target audience which is very health conscious. Since 2005, there has been a rapid growth of average 42 % in the juice market which strongly supports the trend of healthy living.
One of Naked Juice's biggest competitors is Bolthouse Farms, mainly because of the price difference. Comparing Naked Juice to its competition Bolthouse Farms on social media one thing sticks out immediately; the pictures and posts on Bolthouse Farms social media are way more engaging and entertaining than those of Naked Juice. But why is that and what could be done differently? Bolthouse Farms gives off a very warm and welcoming feeling on their Social Media Channels whereas Naked Juice tries to be funny and fails miserably… Naked Juice is a serious brand promoting health but it doesn’t need to make itself look silly in order to connect to its audience.
Bolthouse Farms chooses nicely staged photographs that invite the customer to think about and crave the juice by creating a certain atmosphere. The additional caption helps enhance the wanted feeling and create a picture in the consumers’ mind which they will be able to recall later, maybe while grocery shopping.
Naked Juice still needs to find this connection to the customer to engage in their social media, which is shown by the scarce amount of shares and likes their posts have compared to Bolthouse Farms. Even though their fanbase on Facebook shows about 914,000 followers, almost 300,000 more than their competitor Bolthouse Farms.
Since their target group consists of young adults Naked Juice should try to be more on one level with them. The humor they use to try to connect with the audience is very silly and not something a young female millennial would choose to share on her social media. Naked Juice needs to improve their picture quality and captions in order to build a base for shareable content. It needs to seem like something a healthy and fit girl would have posted herself. Naked Juice needs to build a community among their customers supporting and promoting health and healthy lifestyles in order to engage people in buying and sharing the brand they are drinking.
A healthy Lifestyle is the most important theme which should be promoted with photographs and blogs where one can find more information about healthy recipes or exercise.
In this magazine ad it is clearly visible that nothing is real. The background is a digital image in which the woman got cut into and the fruits surrounding the Naked Juice bottle look fake, too. The colors compliment the juice drink and the ad connects fitness and health with this drink and states being free of sugar and additives which are some of the most important aspects regarding Naked Juice smoothies. But having such a fake image in connection to health does not make much sense for our minds and makes us doubt the message the ad is trying to send.
The smoothie can just as well be surrounded by real or at least real-looking fruit which would make it a lot more appealing and the woman could be running in a real park which would let everything seem way more authentic.
In this owned ad, found on Facebook, Instagram and Twitter, the colors all match which makes the picture harmonious to the eye and the caption, in a funny way, alludes to the sea weed in the smoothie, nevertheless it doesn’t make it sound very appealing. Showing the ingredients in an attractive way would inspire more people to try it. Also, stating a few of the benefits of sea greens in a drink could improve the buying behavior of customers positively for Naked Juice.
This is an example of having the consumers involved and getting their feedback. Having people write something on chalk boards is fun, but doesn't reach very far and is time consuming. Coming up with a catchy hashtag can change a lot more without the brand being much involved in the process of sharing. Involving your customers with your product is very important, so what better way than to find a hashtag that wants to be shared? Connecting the brand and product to a hashtag and something interesting inspires people to post something positive, for example themselves smiling, holding a bottle of Naked Juice in their hand rather than something negative and builds a sense of community among people who drink Naked Juice.
