Nudie jumps on coconut water bandwagon and aims fire at sports drinks

Nudie, the juice brand, has jumped on the coconut water bandwagon sweeping the US, with the launch of its own range of the drink.

Nudie, Mumbrella

James Ajaka, Nudie CEO, said it is hoping to muscle share away from sports drink brands, with coconut water positioned as a healthy way of hydrating.

“Our core consumer is 18-35 year old health conscious with more of a female skew,” Ajaka told Mumbrella.

“But there are alot of people currently consuming sports drinks full of added sugar. Nudie Coconut Water is a very pure offering – and with its hydration element we’ll now be appealing to that market as well now.”

Marketing for the new range, which consists of four flavour variants, has been led today by a stunt held at a nudist beach in Mosman.

Around 750 young, green coconuts were laid out on the sand to spell the word “Thirsty?”.

The campaign is being supported by heavyweight sampling activity, point of sale material and PR handled by Magnum PR. There will also be TV ads in Fitness First centres and on Virgin Blue planes.

Meanwhile, in the US Madonna recently invested about US$1.5m in one of the country’s leading makers of coconut water, Vita Coco.

Other celebrities such as Mathew McConaughey, Demi Moore and the Red Hot Chili Peppers’ Anthony Kiedis are also said to be making smaller investments in the drinks maker.


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