The key insight behind the nudie shots launch campaign was that the wellness category is saturated with instagram models who take themselves a bit too seriously. nudie’s audience are not health purists, so the strategy was to disrupt the cliches with a more fun, down to earth message.

The idea was to cheekily flip what nudie shots normally mean in culture by presenting the 100% wholesome version. This aligned with nudie’s ‘creators of good’ brand ethos and sense of fun and allowed us to create the cut through that would be essential in a crowded category.

To ensure the idea got the social buzz we were aiming for we needed a celeb influencer who could deliver the right blend of cheeky humour, approachability and most importantly a track record of being…a bit naughty. Enter Sophie Monk, who promised to keep it 100% wholesome for a change. 

To kick things off we teased with street posters featuring a QR code and an invitation to see ‘nudie shots’. Curious passers by scanned to receive a 100% wholesome nudie shot video preview from Sophie – with a reveal that was anything but the nudie shot people might have expected.

Following the teaser, a cross-channel strategy from social through to OOH was rolled out with our media partners Bench. Sophie served up comic nudie shot videos and nudie shot tips across TikTok and Instagram, and in gyms and shopping malls animated juice shots executions spoke the natural language of the campaign – the mobile SMS. Full funnel impact has never been so much good, wholesome fun.