nudie brings the squish back to juice in new brand campaign via Common Ventures

Australia's largest chilled juice brand, nudie, has launched 'Embrace the Squish', a new brand campaign developed by creative consultancy Common Ventures. The campaign celebrates what makes juice unique and imperfect, positioning the brand as a champion of embracing the 'squish' - the natural texture and imperfections that occur when juice is squeezed. This approach is a deliberate departure from the conventional beauty standards often associated with consumer goods, where a flawless and uniform appearance is often prioritized. By embracing the 'squish', nudie aims to create a more authentic and relatable brand identity that resonates with its target audience. The campaign will be rolled out across various channels, including social media, in-store promotions, and online advertising, with a focus on showcasing the brand's commitment to quality, sustainability, and individuality.