Nudie challenges consumers to make an ad and win a prize
Nudie juice is the latest brand to launch a competition offering consumers a prize in return for making a 30 second ad for the product
The contest calls for film makers to create an ad on the theme of “nothing but 21 oranges and nothing but 20 apples”.
According to the brand: “In typical nudie style, consumers are being asked to get involved with their marketing campaign and create Australia‟s juiciest viral advert for their latest launch.”
The winner will receive $5,236 in cash and 21 bottles of ‟Nothing but 21 oranges‟ juice and 20 bottles of “Nothing but 20 apples” juice.
Wow, another way tightarse brand managers can get out of commissioning a decent TVC, save a few bucks, and get TVC production done for a grand total of 5 grand.
They should be ashamed. The jig’s up on this rubbish strategy.
I don’t know if there’s been some terrible misunderstanding…
http://2.bp.blogspot.com/_QjhM.....letter.jpg
“Cowardly anonymous” – that’s gold….
mind you – i have a good idea for the ad, anyone want to go halves in the score? I could really do with way too many bottles of orange juide….
mind you – I have a good idea for the ad… anyone want to go halves? I could really do with wayyyy too many bottles of OJ
i can imagine how it started
“people love our brand”
“people love advertising”
“people love the net”
“18452% of people have created a video”
“the trade buyers will fall for this”
so you get this neat, 1 slide, box ticker
– social media
– DIY
– internet
– lots of millions of people
– youtube channel
– viral
How predictable…..lets get Joe Public to write our next ad,we’ll save a fortune and won’t have to deal with those agency wallys. Come on guys, you’re not even original, you’re nothing but lazy.
Nudie copying something that’s been done before? I’m sure they’re “innocent”.
I always thought oranges had more juice than apples, but Nudie says 20 apples in a bottle and 21 oranges in a bottle.
I can see why most of you would certainly have a problem with this strategy 🙂
if it really is Nothing But 21 Oranges how can you get through the prize of 21 bottles without most of them expiring? Maybe it should be Nothing But 21 Oranges & Preservatives
And how on earth did they come to that absurd prize money amount? $5,236??
Was this what was left in their media budget to the exact dollar?
333, it’s Nudie’s way of trying to come across all cool and iconoclastic.
‘copying cat’ raises a very interesting point. The founder of Innocent has some fascinating things to say about Nudie if anyone wants to check out innocent’s website.
There’s definitely a story in there. Not just about Innocent/Nudie, but about several Australian brands that bare an uncanny resemblance to o/s brands.
Is make a 30′ ad for us the new 30′ ad?
I wish people would add links to their comments – I just typed in “Inncocent” and “Nudie” into Google and all I got was a phone call from Senator Conroy…
Case study on Nudie & its similarities to Innocent
http://www.blog.ozbevnet.com/w.....die-drink/
Post from the Innocent blog that summarises what happened –
Hello Leonie. There’s a bit of a story regarding us and Nudie.
A few years ago a man called Tim came over from Australia to talk to us about obtaining the license to run the innocent business in Oz. We were pretty excited – he seemed like a nice chap – so we started talking to Tim. He spent quite a bit of time at Fruit Towers getting to know us and the business.
After a while we had all of the legal papers drawn up, ready for Tim to become innocent. We were happy for him to carry on our good work on the other side of the world. But right at the last minute, Tim had a change of heart, decided not to sign and disappeared back off to Sydney.
Much to our surprise, a few months later a smoothie company called Nudie appeared in Australia. There were a few similarities to innocent. Things looked familiar. And the man behind Nudie? Why, Tim of course.
“There is no entry website.”
There is a FAIL.
Thanks Fraser – not only an interesting read but gives me a great idea for an entry…
Anyone got a copy of the “Daily Juice” TVC?
WOW! I have never heard anything about the history of Nudie or their obvious links to Innocent in the UK! I really am surprised, since I remember that everyone wanted Tim the Nudie founder to speak at their events etc since he was such an entrepreneur and original innovator. Shocking!… and you can forget me entering their cheap and nasty little competition, too!
Another one….just saw lots of press on the LIVE& LOVE film competition…at least that one had a social message attached….yawn –boring !
Don’t know if anyone else here has picked up on this, but nudie don’t really do ads. Can you remember the last one they did? Exactly. That’s because most of their content is user generated (everything else lives on pack). I remember that one where they asked people to vote in a new flavour. Was it original? No. Was it effective and cost-efficient? Absolutely. I’m not saying I like their approach, but it’s on par with their ethos.
Yeah its interesting. Tim went over to meet the founders of innocent to start it in australia. Then they just started Nudie instead! Its all documented at the above link. Good business move, not very nice though.
agree anon at 22 that it was a good business move, but a bit rich for (edited under Mumbrella’s comment moderation policy) Tim to flog his services as an expert and speaker on the marketing circuit when all he really did was copy someone else’s idea. the media don’t bother to do their homework with this stuff in their rush to fawn over these so-called success stores. anyone remember pub boy?
(edited by mumbrella forlegal reasons)
And 8rs later they continue to prosper in an exteremely competitve market place with a tiny marketing budget…. wow!
It must be time for the Tall Poppy Syndrome to kick in…
I agree with anon 24. All credit to the nudie guys. love the 2L range beats the hell out of the crap on shelf that we’ve been drinking for decades!!
As is so often the case there are two sides to the story. @fraser repeats one side which is in any case out of date. I have never hidden my admiration for innocent or the inspiration, in part, it provided. I have spoken and corresponded about it frequently. However, the real credit should go to the now defunct “fantasia” (Chicago 1997) which preceded both innocent and nudie by a long way and which was the original innovator in the space and the catalyst for my interest . To @fully clothed, all I can say is that ideas count for nothing in business. They are everywhere and “steal with glee” is an accepted innovation model. The challenge in business is never the idea. it is, as @anonymous seems to suggest, the execution. Creating a multi-million dollar business from an idea (any idea) is the bloody hard part and that is the thing people are interested in hearing about.