CASE STUDY
nudie Juice
nudie engaged Bench to help launch its nudie shots range into key metro markets with this cheeky campaign, featuring Sophie Monk. Read on to see how we uplifted a sales by 33%.
Unique reach of over 2.5M grocery buyers, equating to 75% of nudie’s target grocery buyer audience in eastern metro capitals.
The campaign centred on the insight that while juice shots often target health devotees, nudie’s audience are everyday Australians juggling busy lives. They want health benefits but don’t want to be lectured or made to feel inadequate.
From this insight the creative platform, “100% wholesome nudie shots”, evolved. A tongue-in-cheek double entendre flipped the category on its head, using humour to make juice shots approachable, fun, and relevant to mainstream shoppers.
12.5%
increase in brand awareness
442%
conversion lift
GOAL
Drive awareness for this new range amongst health conscious grocery buyers and increase in-store sales.
The channel strategy placed social at its core, with Sophie Monk’s content designed for TikTok and Instagram first. Paid and organic social media were complemented by out-of-home (OOH) in high-traffic metro hubs, with QR-enabled posters.
APPROACH
The campaign launched in April 2025 running for 12 weeks across metro markets.
It kicked off with a teaser phase, using posters in Sydney and Melbourne featuring only a QR code and the line: “Want to see some nudie shots?” Those who scanned the code were sent to a video of Sophie Monk with a nudie juice shot.
The reveal followed with a social-first rollout, where Sophie served up a suite of short-form videos and “nudie shot tips” across TikTok and Instagram. Each piece played with the double entendre while showcasing nudie Juice Shots.
Paid media amplified Sophie’s content. Bench Media then carried the social idea into OOH formats, from large-scale posters in high-footfall metro areas to street placements near supermarkets. These executions carried the same QR integration as well as digital video ads, driving audiences back into the social ecosystem and reinforcing a seamless physical-to-digital connection.
THE RESULTS
The “100% wholesome nudie shots” campaign delivered against every objective, blending creativity with measurable commercial impact.
More than 22 million impressions generated across digital, 2.5 million unique reaches, equating to 75% of nudie’s target grocery buyer audience in eastern metro capitals and more than 55,900 clicks, achieving a click-through rate of about 0.25%.
Social
Sophie Monk’s organic content delivered 553,000 views and 5,700 engagements, with an engagement rate of 2.64%. Paid social activity yielded a further 19,300 engagements. The campaign generated active customer participation, with audiences commenting, sharing, saving and joining nudie’s pages in volume.
OOH & Interactivity
QR-enabled posters drove 1,246 scans.
Sales
nudie Juice Shots achieved a +33% uplift in average weekly baseline unit sales versus the prior period (Nielsen Scan Data, 13 weeks to July 1 2025).
The campaign showed the power of pairing the right personality with the right product. It sparked conversation, captured attention at scale and delivered real commercial results; putting the nudie brand in front of broader, more diverse audiences than ever before.
