2013-10-Nudie-Melb-web-2544Issue:
nudie was launching the first ever 100% fruit juice drink for kids in the Australian market. The challenge was two fold;

  • Reinforce the brand message and make kids nudie stand out from other juice drinks with its 100% fruit USP
  • To drive sales of kids nudie nationally

Idea:
The Giant Inflatable Blender Challenge; Mango developed an interactive Blender Challenge that tasked parents and kids to pedal as fast as they could in 30seconds to power the blender, with top scores listed on the leader board and Facebook.  Whilst consumers participated in the challenge a team of brand ambassadors were on hand to distribute product and communicate the 100% fruit and healthy lifestyle message to participants and on lookers

We activated at 23 locations across Sydney, Melbourne and Brisbane over two months.  Locations included farmers markets, local sporting events, community festivals, royal shows and local parks and playgrounds.

To support the activations, we launched a national media relations campaign gaining coverage across TV, radio, print, online and social across news, lifestyle and food & drink media.

Impact:  
100,872 samples distributed
15,000 blender participants
340,000 indirect impressions
120 pieces of coverage across TV, radio, print, online and social media
Total audience reach of 8,834,034
Social media reach of over 75,000