The Tropicana Brands Group’s Naked Smoothies range has just doubled down on its connection with ambitious young consumers through a new content-led campaign and sponsorship activation around the Hackney Half Marathon.
The move hopes to position the brand at the centre of the growing “life striver” movement that’s shaping Gen Z culture.
The campaign, designed to engage a new generation of ambitious consumers, has “combined experiential activity, social-first content and research exploring what really motivates people to chase their goals,” the group said.
At the heart of the campaign was a provocative new nationwide study and interactive quiz in line with the brand’s Get Naked Get Going strapline. The research uncovered a complex picture of modern ambition, revealing that whilst Britain remains highly aspirational, many people are quietly holding back their biggest dreams due to fear of judgement and failure.
The campaign also revealed stark generational differences in attitudes towards ambition and success. For Gen Z consumers, financial success is front and centre, with 40% saying earning good money is the most important aspect of their career. In contrast, Millennials, Gen X and Boomers overwhelmingly prioritised work-life balance.
The brand’s activation around the Hackney Half Marathon last Sunday (17 May) formed a key part of that strategy, tapping into the booming culture of wellness, performance and self-improvement increasingly associated with younger audiences.
Liz Ashdown, marketing director for Naked Smoothies, said: “This campaign has allowed the brand to move beyond traditional product-led messaging to engage younger consumers through cultural relevance, emotional insight and identity-driven positioning.”
The integrated campaign spans social, influencer partnerships, experiential activity, earned media outreach and interactive digital content, reflecting “the growing shift towards insight-led brand storytelling within the drinks category,” Naked concluded.
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