Are you thirsty? Are you hungry? Naked has your drinkable snack. The juice brand has unveiled its latest campaign, “When Thungry, Get Naked,” aimed at redefining snack time. This innovative campaign addresses the common mid-afternoon slump when it’s challenging to determine if one is thirsty, hungry, or both.
Naked coined the term “thungry” to describe this dual sensation.
Developed in collaboration with FIG, Naked’s creative agency of record, the campaign features engaging six-second animations by production company ManvsMachine. These animations are inspired by Naked’s meticulous blending process, emphasizing their smoothies as “a drink you can food.”
Highlighting the brand’s commitment to real fruit juice, vegetables, and essential nutrients, the campaign underscores Naked’s ability to provide a nutritious and satisfying solution to mid-afternoon cravings. Watch below:
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The campaign includes longer-form spots directed by comedy director Tom Kuntz, which delve into the relatable feeling of being “thungry” through a series of humorous and engaging stories. These narratives aim to connect with consumers during those moments when they need a quick, nutritious pick-me-up.
“We’ve all experienced that 3 p.m. stomach pang, and this campaign playfully showcases how Naked smoothies can effectively address those moments,” said Monica McGurk, CEO of Tropicana Brands Group’s North America business unit. “Our range of smoothies caters to various needs, whether you’re thirsty, hungry, or both.”
Naked smoothies are packed with nutrients, featuring real fruit juice, veggies, and vitamins. They are Non-GMO Project Verified and free from added sugar or artificial flavors, making them an ideal choice for health-conscious snackers.
The campaign aims to engage a younger Gen Z audience, emphasizing snacks that offer functional benefits. This demographic’s preferences are shaping Naked’s future product innovations.
“It was a genuine pleasure working with the ambitious team at Naked,” said Justine Armour, chief creative officer and partner at FIG. “Their trust enabled us to create our best and smartest work. ‘Thungry’ was a pitch-winning idea that evolved through deep collaboration with our new clients. We are immensely proud of the final result.”
The “When Thungry, Get Naked” campaign launched Tuesday with a robust social and digital presence on Meta, YouTube, and TikTok. Thirty- and fifteen-second spots will also appear on streaming platforms including Peacock, Roku, BET+, and Disney+.
