1. Naked Juice Research
June 2016

2. Campaign Campaign dates: 23rd May – 5th June 2016:
1745 x London Roadside 6-sheets
(Proximity to Sainsbury's & Boots Stores)
90 x Rail D6s
20 x Underground DEPs
1 x Peckham High Street Screen
1 x Shoreditch High Street Screen

3. Methodology Research Partners: OnDevice Research & Nielsen
Research Aim: demonstrating the effectiveness of the Naked 6-sheet advertising by looking at frequency of exposure & sales tracking
Pre Study: researching smoothie consumers Main Study: tracking consumers over the two week period & monitoring the number of times they visit a convenience zone with at least one poster in:
High Frequency: 4+ visits over the two weeks (Average number of visits: 13) Low Frequency: 3 or less visits over the two weeks
EPOS: Tracking sales at Tesco Express & Metro stores

4. Category Introduction

5. Category Introduction
People more likely to have healthy smoothies at times when they are out of home
National
London
66%
60%
Likelihood to drink a healthy smoothie drink
73% of time spend OOH is before 5pm
When during the day are you likely to drink a healthy smoothie drink? ResearchBods 2016, TP6.

6. Category Introduction
42% identified the morning commute or when they have arrived at work for key times to drink a smoothie drink
This is even more important for Londoners with 67% identifying those times
27% identified shopping as a key time smoothie moment
Where are you likely to drink a healthy smoothie drink? ResearchBods 2016

7. Category Introduction
Factors affecting choice of healthy smoothie
What factors affect your choice of healthy smoothie drink? ResearchBods May 2016

8. Research Results

9. Brand & Ad Awareness +11% +15% 63% 38% High Frequency Low Frequency
Awareness of Naked Juice is higher in the high frequency group
63%
57%
+11%
Prompted Brand Awareness
38%
33%
+15%
Advertising Awareness
Low Frequency
High Frequency
Which of the following healthy smoothie brands are you aware of? Have you seen any advertising for any of the following healthy smoothie brands recently? OnDevice Research 2016

10. Advertising Attribution
Advertising attribution higher for out of home in the high frequency group
+24%
+44% 0%
+45%
+100%
+433%
Where have you seen advertising for Naked? OnDevice Research 2016

11. Brand Perception
Key health based creative messages more likely to be understood with higher exposure
+10%
+33%
-3% 0%
+5%
+38%
Which of the following do you associate with the brand Naked? OnDevice Research 2016

12. Product Consideration
In the high frequency group respondents are more likely to consider buying Naked Juices
56%
43%
+30%
Low Frequency
High Frequency
The Supermarket is the most popular purchasing point for Naked Juice
80%
35%
23%
Newsagents/ local stores
Supermarket
Cafes
How likely are you to consider purchasing a Naked smoothie in the future? You mentioned you were likely to purchase a Naked smoothie, where would you be likely to do this? OnDevice Research 2016

13. +19% +19% Creative Recall 19% 38% Definitely Maybe & Definitely
Creative recall for out of home poster higher in the high frequency group
19%
16%
+19%
Definitely
38%
32%
Maybe & Definitely
+19%
Low Frequency
High Frequency
Have you seen the following poster? OnDevice Research 2016

14. Sales Analysis
August 2016

15. Methodology Test Control Panel within 500m of store
6-sheet
Test Store
6-sheet
Control Store
Panel within 500m of store
No Panel within 1km of store

16. Analysis
Tesco Metro & Express stores need to be matched (test vs. control) – to allow accurate, unbiased results
Stores are match across the pre period based on transactions in the 16 weeks leading up to the campaign period
Store matching tool developed (based on application which factor in all variants to best matching test and control stores)

17. Analysis Strong Match Weak Match
Sales across the pre period must be as equal as possible across the 2 sets of stores
Stores need to be matched on certain criteria (test vs. control) – to allow accurate, unbiased results
Stores are match across the pre period based on TV region, store format and transactions
Store matching tool developed (based on macros which factor in all variants to best matching test and control stores)
Strong Match
Weak Match
Sales can be matched on either advertised product, total brand or particular range

18. Sales of Naked Juice were evenly matched during the pre period
Source: Nielsen DME. Naked Blue Machine 450ml, Blue Machine 750ml, Green Machine 750ml, Green Machine 450ml, Mango Machine 450ml, Red Machine 450ml.

19. While the 6-sheets were up sales of Naked Juice increased +11%
Source: Nielsen DME. Naked Blue Machine 450ml, Blue Machine 750ml, Green Machine 750ml, Green Machine 450ml, Mango Machine 450ml, Red Machine 450ml.

20. Summary London identified as a key market for healthy smoothies
+11% Brand awareness for those in the high frequency group
Advertising +24% more likely to be identified as out of home by the high frequency group
Key health related perceptions of Naked boosted by a strong creative execution
+30% increase in consideration for Naked in high frequency group
This led to an +11% increase in sales of the range at Tesco Express & Metro stores

21. Naked Juice Research
June 2016