Naked Juice: Exposing Itself

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Natural Selection: The best way to sell juice? Show it, spots and all, says Senior Marketing Director Kimber Ward.
Natural Selection: The best way to sell juice? Show it, spots and all, says Senior Marketing Director Kimber Ward. Credit: Natural Selection: The best way to sell juice? Show it, spots and all, says Senior Marketing Director Kimber Ward.
One of the fun things that Kimber Ward gets to do as marketing chief of Naked Juice is to urge people to "get Naked" without getting prurient. Another has been to execute a rebranding of Naked that is based almost entirely on package and fixture design.

The Azusa, Calif.-based company is a giant in the growing "super-premium" juice category. But it is still too small to do mass-media advertising. So it has aggressively embraced design as its most effective marketing vehicle. Naked is turning the proprietary refrigerated cases in 1,400 supermarket produce departments into its biggest billboards. Last year, Naked overhauled its product packaging to optimize in-store displays, and this month, the company is completing a redesign of its coolers.

New packaging sports vivid photographs of fruits and vegetables. "You'll see some water spots on the fruit, for example-it's natural," says CEO Monty Sharma. Also, says Ms. Ward, who joined the company as senior marketing director last April, Naked has color-keyed its products so that consumers can easily pick out the drinks that most deliver the specific nutritional benefits they are seeking. This new strategy played well with Naked's semi-transparent bottle design, says Ms. Ward, a 39-year-old veteran of Coke, Keebler and other CPG marketers. "A lot of our core consumers feel that if they can see the product and it looks healthy, it doesn't seem mass-produced."
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