Naked Juice had just come out with their new bottle, which was made from 100% post-consumer waste and could be recycled again. But no one knew about it and more importantly, why would anyone care?
A three-part initiative: The first would build awareness about their endeavors; the second would drive engagement within a Facebook app that encouraged users to recycle virtual bottles with friends — to which Naked would donate $20k to Keep America Beautiful; and finally, a launch piece that shared Naked’s “truths” with their most passionate fans.