nudie & soda 50/50 Vending Machine Challenge

Maxwell-Photography-80 copyIssue:
nudie was expanding into the carbonated beverages category with the launch of nudie & soda which is made from real fruit. Our challenge was to increase awareness of the product and deliver trial to the public, as well as develop a campaign that tells the story of nudie & soda in a unique and interesting way.

Idea:
An interactive vending machine was created and taken on a tour of Australia’s eastern seaboard visiting Melbourne, Sydney and Brisbane, with staff handing out samples of the range.

The key product feature of nudie & soda is that it’s made with 50% real fruit (not from concentrate). The interactive component of the vending machine was based around a ‘50/50’ feature. The vending machine asked a series of yes/no, 50/50 style questions. Anyone who defeated our vending machine was rewarded with an ice cold nudie & soda.

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

Impact:
50,000 samples distributed
2,200 vending machine interactions
215,000 indirect impressions
38 pieces of PR coverage across TV, radio, print, online and social media
Total audience reach of 10,560,551