Strategic agency Clear helps Nudie develop brand purpose as ‘Creators of Good’
Beverage company Nudie has further developed their band purpose as ‘Creators of Good’ with help from strategic consultancy company Clear.
The juice brand wanted to continue to differentiate in an increasingly crowded market, with the articulation of the brand’s purpose underpinning new packaging and products to be launched this year.
Clear managing director Alan King told Mumbrella: “We’d been talking to Nudie on-and-off for the last number of years and it became quite clear that they needed a fresh approach to articulating their positioning. We haven’t moved away from the essence of Nudie, we’ve just expressed it in a slightly different way, a bit more compelling and a little bit more in keeping with what’s going on in the juice market at the moment.”
The ‘Creators of Good’ repositioning coincides with Nudie’s 11th birthday.
Chief Nudie James Ajaka said in a statement: “‘Creators of Good’ perfectly defines our purpose and the Nudie story for far, and gives us great clarity as we look at new categories.”
“A strong purpose will engage both the consumer and the people within Nudie” says Clear Managing Director Alan King. “The juice category has become full of very similar rational propositions, so there is a real opportunity to differentiate with this higher, more emotive proposition.”
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Nice line.
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Interestingly, this is remarkably similar to innocent’s http://www.chainofgood.co.uk
I would have expected more from Clear.
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