Naked Brand, known for its fruit juice smoothies, has launched a new campaign titled “When Thungry, Get Naked.” This campaign addresses the mid-afternoon slump when people often feel both hungry and thirsty. The term “thungry” was coined by Naked to describe this simultaneous feeling.
The campaign, created by FIG, Naked’s creative agency, includes six-second animations produced by ManvsMachine. These animations are inspired by the way Naked crafts its smoothies, blending real fruit juice and vegetables to create a drink that also functions as food. The campaign highlights the nutritional benefits of Naked’s smoothies, which are rich in antioxidants, protein, and vitamins.
Naked’s smoothies are Non-GMO Project Verified and contain no added sugar or artificial flavors. The brand emphasizes that its smoothies are a nutritious option for those experiencing mid-afternoon cravings.
In collaboration with comedy director Tom Kuntz, the campaign also includes longer-form spots that explore the feeling of being “thungry” through relatable stories. These spots aim to demonstrate Naked’s role as a solution for hunger and thirst pangs.
Monica McGurk, CEO of Tropicana Brands Group’s North America business unit, commented on the campaign, stating that it highlights how Naked smoothies can satisfy both hunger and thirst. She emphasized that Naked offers a variety of nutrient-packed smoothies that appeal to a younger Gen Z audience, who value snacks with functional benefits.
Justine Armour, chief creative officer and partner at FIG, expressed pride in the campaign and described it as a result of deep collaboration with Naked. Armour noted that the concept of “thungry” evolved from a pitch-winning idea into a successful campaign.