CLEAR OBJECTIVES OF SUCCESS
To coincide with the 2021 brand and packaging redesign the Naked Malt brand world was developed to maintain recognition and growth. The opportunity was to drive awareness of the new brand positioning amongst a younger, affluent target audience whilst ensuring we cut-through the clutter of other brands with engaging, mass reaching formats.
STRENGTHENING THE IDEA OF LIVE NAKED
The UK campaign was created to include branded and product specific assets across static and digital 6 sheets, murals, social media assets and anti-graffiti communications. The campaign key visuals combine our photography assets with the addition of illustrations to strengthen the creative idea of ‘live Naked’ and the proposition of breaking free from convention – whereas the product key visuals express the freedom in enjoying whisky your way. The imagery puts the Naked Malt bottle centre stage and with a call to action to recruit the 25 –35yo experience seeker consumer.
TAILORING THE CAMPAIGN FOR SUCCESS
An important aspect of the current campaign was to create connection and inclusivity in 7 UK cities. This can be seen through the imagery and illustration used – showing connection between multiple people as well as talking directly to consumers with specifically personalised creative for key UK cities and at specific times of the day.
