All-Australian juice company
yields pick of the crop, taking out global award for creativity!
Australian juice company nudie has won the Best marketing campaign
at the global 2008 Beverage Innovation Awards in Moscow on 9 April.
nudie received the top prize for its Fruit Election campaign,
beating many applications from multi-national companies including
runners up Coca Cola UK and Schweppes Spain to take out first place
in the category.
James Ajaka, Sales and Marketing Director, nudie said, “We’re
absolutely ecstatic to have won this international award.
“Just five
years ago, nudie began as three men with a blender, a van and an
ambitious vision to create a powerful brand and be Australia’s
largest provider of healthy and delicious fruit juice drinks.
Gaining recognition for our innovation and creativity in the
international arena two years running and competing against the
largest and most established companies in the world sees this vision
really come into fruition.”
nudie has become renowned for its creative and consumer-centric
campaigns, which has helped the company create a niche for itself in
the ever-growing fruit juice category. This was demonstrated when
nudie took out second place for Best marketing campaign at last
year’s Beverage Innovation Awards, an achievement now topped with
this new accolade.
Ajaka believes nudie’s ability to connect with its customers is
crucial to its success and brand DNA. “Our aim is to create a
powerful and engaging brand through campaigns that engage consumers
and encourage them to take ownership of it. We’re always looking to
do things a bit differently to keep nudie addicts on board and
having fun with the brand.”
The Fruit Election campaign ran in late 2007 to coincide with the
Australian Federal Election. The national promotion invited
consumers to elect their favourite fruit to feature in the next
nudie juice and voters were given the chance to win $10,000 towards
their own ‘personal happiness fund’. The winning fruit, mango, was
used to develop the mango, peach & more crushie, which was launched
during February 2008.
nudie's marketing
agency, Jack Watts Currie, created POS material and the product
labelling for the Fruit Election. The agency also developed concepts
for a viral campaign as well as website, trade and consumer
promotions.
About the
Beverage Innovation Awards
Now in its third year, the Beverage Innovation Awards
recognises excellence and innovation in the global
non-alcoholic beverages industry. This year’s awards saw
more than 120 entries from 21 countries.
Judging is conducted by an international panel of
industry and design experts, retailers and journalists.
Entries in the Best Marketing campaign category are
evaluated on their ability to communicate brand values,
engage consumers and raise brand awareness. Entries can
include examples of TV, radio, press, POS, poster or
public relations campaigns as well as websites. |
  
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