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FMBX News
Posted: Jul 5, 2011
City performers love the surf with Naked Juice and Initials
Naked has brought a surf machine into the heart of the city at Broadgate Circle near to Liverpool Street Station, 4th-8th July. The brand is offering smoothie samples alongside the chance to surf in pre-booked session, as well as hosting corporate teams for the Naked Urban Surf Competition. A week’s supply of juice is available to the winning company.
The activity was barely underway before our Field Agent mystery shop team tagged it and scored the activity with a maximum 20 points gauging the look of the promotion, its interest and engagement with visitors and the communication effort made by staff.
The activity was created for Naked by Initials, who along with Mobile FlowRider installed the surf kit and smoothie stock in the small hours of the morning. Staff were provided by Mash, and made a special impact, working hard to engage with commuters who passed the spectacle and sampling them with Naked Juice smoothies and talking them through the antioxidant properties of drinks such as ‘Berry Tasty’.
Naked is a brand that is deeply rooted in the sunshine and sea culture from Santa Monica – and started out with a beach sampling campaign!
The brand statement reads: “The Naked Juice story began in 1983 when a young man delighted thirsty beachgoers by serving his juices towel-to-towel on the beaches of Santa Monica, CA. Waking up early to seek out only the freshest fruits and vegetables in the produce markets of Los Angeles, he home-squeezed and blended his creations before heading to the beach with his juices and a backpack full of ice. His efforts brought forth rave reviews. Naked Juice caught on commercially starting with a small account in a grocery store right off the beach, then a few more stores in town, then all over the City of Los Angeles. Today, Naked Juice is the fastest growing smoothie in America and over two decades later the Naked Juice story is beginning again in the UK with the same founding values.”
Our mystery shop - and photograph - was provided via crowdsourcing technology provider Field Agent, though this is a very confident promotion with a working Webcam on it accessed via http://www.nakedjuice.co.uk/, and there are also photos of the surfers in action.
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