Naked partners with Radio X for launch of new smoothie flavours 

Naked Smoothies, the smoothie brand from Tropicana Brands Group, has launched its partnership with Radio X as part of the launch of two delicious new breakfast smoothies: Naked Strawberry & Banana and Naked Pineapple & Passionfruit.

With 38% of smoothies drunk in the mornings, the Radio X partnership will bring these new flavours to consumers during their morning routine.

The creative is agency Hearts & Science‘s first campaign with the brand.

Naked partners with Radio X

The anchor part of the campaign is a partnership brokered with Radio X’s flagship breakfast show, The Chris Moyles Show, which started 17 April and spans both paid media and influencer talent.

Naked’s Radio X partnership will run until 14 May with brand-tailored ads broadcast on the show during the first week of the partnership, supplemented by talent integration with the show’s presenters, as Moyles aims to make Toby Tyrant’s mornings more colourful with Naked Smoothies.

The launch of the new smoothies is also being supported by a through-the-line media campaign encompassing OOH, VOD, YouTube and social activity, to bring to life Naked’s new brand platform encouraging drinkers to make their mornings more colourful by starting the day with a Naked Smoothie.

The campaign also aims to build awareness with 30-second spots across BVOD and SVOD platforms to cover ITVX (including a homepage takeover), All 4, Sky (with SkyAdvance integration), and Netflix.

It will also include six-second pre-rolls on YouTube, plus a masthead, and ads running across TikTok and Meta.

DOOH placements in rail hubs in close proximity of key stockists such as Sainsburys, WHSmith and Tesco will follow from 14 April, with the creative split between morning and afternoon.

Rachel Peace, Managing Director at Hearts & Science, said: “We’re thrilled to see the launch of our first campaign with Naked Smoothies. It comes at a significant time for the brand as it launches a vibrant new brand proposition.

“Working with the team has given us the opportunity to build bold and engaging activations, which align to the brand’s new image, to drive mass awareness and ensure its new flavours stand out in the market.”

Charlotte Ashburner, Tropicana Brands Group, said: “Launching the new Naked Breakfast Range; Naked Strawberry & Banana and Naked Pineapple & Passionfruit alongside the revised brand proposition is a pivotal moment for the brand and the strategic thinking, creativity; and passion that the Hearts team have brought to this campaign has been fantastic.

“We’re delighted to see our first campaign together go live.”