Naked Juice invited visitors to Festival No.6 in Portmeirion, Wales, to step into the brand’s Colourtopia experience, an experiential activation which the brand has been taking round a number of festivals this summer.

Naked says that with a communal family-friendly atmosphere and creative vibe, the boutique Welsh festival was selected as a natural fit for the third instalment of its live engagement campaign, as it prioritises creativity, while the audience of 25-40-year-old ‘dynamic doers’ mirrors Naked’s. Naked Juice Colourtopia also delighted visitors at the Latitude (July 12th to 15th) and Wilderness (August 3rd to 6th) festivals this summer.

Starting as a stark white wilderness full of interesting sculptures, Naked puts the power of colour and creativity into the hands of festival-goers, prompting them to create a vibrant, dynamic environment filled with positive, feel-good energy. Armed with a Naked smoothie and colourful, fruity stickers that reflect the ingredients of the smoothies, people are encouraged to go wild with colour, putting the stickers wherever they want within the space.

The Colourtopia activation, created by integrated agency Initials, builds on the brand’s highly successful experiential activity in 2016. The objective is to drive trial and awareness of its smoothies and convey the “weird and wonderful spirit of its brand”, Naked says.

Under the banner of Naked Juice’s “Power. Full. Smoothie” positioning, attendees of Festival No.6, which took place from September 7th to 10th, were encouraged to try Naked’s different smoothies before being welcomed into Colourtopia,

Danielle Mendham, Brand Manager at Naked Juice, said: “At Naked, we are dedicated to creating the best-tasting smoothies made from the most delicious ingredients and nutritional boosts. There’s no better place for people to get to know our brand and experience ‘the Power. Full. Smoothie’ than at a festival. Initials’ work on Colourtopia embodies the imaginative, adventurous spirit of the brand, providing festival-goers with an engaging environment in which to get creative and colourful, while driving brand awareness and purchase.”

Naked Juice is an American company that produces juices and smoothies. A subsidiary of PepsiCo, Inc., Naked Juice products are now distributed in international markets including Canada, the United Kingdom, the Netherlands and France, as well as across the US.

Initials is one of the UK’s fastest-growing independent agencies, with expertise in brand planning and brand activation, spanning Promotional Marketing, Shopper Marketing and Live Engagement. Initials delivers innovative marketing for clients on a local and global scale including Arla, Fiat Group, Heineken, McLaren Automotive, Nestlé, PepsiCo, Philips and Samsung.

Festival N°6 is an annual family-friendly art and music festival, held in and around Portmeirion, Wales. The name comes from the cult 1960s TV series, the prisoner, starring Patrick McGoohan, which was filmed in and around Portmeirion.

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A new experiential marketing company, VIP (Very Important Pooches), has launched to offer brands a route to target dogs and their owners.

VIP will be appearing at more than 30 events this summer, kicking off with PugFest – the UK’s only official pug festival – on June 18^th. The agency plans to run a VIP Zone, a dedicated event space offering an array of attractions for pooches, at each event. The VIP Zone will feature a VIP bar offering treats, Snuffle brand dog beer and pooch-friendly ‘pawsecco’; fun for four-legged guests in need of refreshment to unwind, including a giant four-metre tennis ball, ball pond and paddling pool; and a glamorous red carpet area and pooch photo booth for VIP selfies, allowing dog owners to capture and share their VIP experience.

All visitors to the VIP Zone receive a free doggie bag of exclusive samples, goodies and promotional vouchers from the industry’s biggest brands. W

Maria Amany, VIP event co-ordinator, says: “We believe every pooch is a VIP. That’s why we’re so excited to be launching The VIP experience at shows across the UK this summer. We look forward to welcoming and meeting thousands of very important pooches and their owners to enjoy all of the attractions and free treats in our VIP Zone.

With the UK’s 8.5 million dog owners spending more on their pets each year, the dog product market is booming. A January 2017 U.S. study found that the average dog owner uploads a picture or posts about their pet on social media six times per week, while one in ten have even created a social media account for their pet. VIP points to the rise of dedicated pet social media sites such as Dogster and MyDogSpace as evidence that the UK’s dogs are more valued than ever before, both by their owners and by the pet industry’s leading brands.

VIP is a bespoke marketing and promotions agency working solely within the dog marketplace. Its mission is to deliver outstanding promotional campaigns for clients using a suite of proven marketing approaches to build brand awareness with dog owners and drive sales. It aims to use online and offline channels to create an integrated marketing network that will enable VIP and its brand partners to target 8.5 million dog owners across the UK. With a focus on sampling through local dog shows and events, VIP plans to develop a comprehensive database and use sophisticated data analysis to provide both VIP the agency and its brand partners with insights into product trends as well as information for product development and marketing.

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Duracell and the Great Run Series have announced that the Great North Run will feature pacemakers for the first time ever when the runners take to the streets of Tyneside on Sunday 11th September – and the first ever pacer will be Ryan McLeod, son of Mike McLeod, the first ever winner of the Great North Run.

Duracell has worked with the Great Run Series to recruit 50 experienced runners who will serve as pacemakers for the huge numbers of runners taking part.

As well as providing the pacers to help runners maximise their own performance, Duracell is helping runners of the Great North get the ultimate motivation. The Great North Run will feature the debut of the ‘Duracell Power Zone’. Located at Mile 10, one of the toughest stretches of the Great North Run, the Power Zone is designed to give runners a boost just when they may be struggling to keep going.

The Power Zone will feature music, cheering fans and a big screen displaying messages of support for runners and their pictures as they go by. Duracell will also be helping spectators cheer on their friends and family using the Duracell #PowerBoards. These customisable boards will allow fans to write their own personalised messages for runners as they go past.

The pacers will be the running embodiment of the Duracell Bunny, one of the nation’s most loved brand mascots, helping and encouraging runners to run for longer as they take on the half marathon. The innovation in the race is designed to help runners of any ability pace their race safely and successfully.

Founded in 1981, this is the first year that the Great North Run will feature pacemakers. Ryan McLeod, the son of Mike McLeod who won the first ever Great North Run in 1981 and again in 1982, has competed for Team GB at the European and World Cross Country Championships and is the 2015 British Half Marathon Champion.

The pacemakers in the Great North Run will be kitted out as the iconic Duracell Running Bunny, as part of the Series sponsor’s campaign to help runners unlock their power within and go for longer. The Duracell Bunny Pacers have already featured in previous races of the 2016 Great Run Series.

Brendan Foster, former Olympic Bronze medallist and founder of the Great North Run said: “The Great North Run is the world’s biggest half marathon and has huge numbers of supporters on the route. In events like this it’s easy to get a little over ambitious and set off too quickly. The introduction of pacers by Duracell will be of real benefit to runners who are looking for a time and will be an excellent addition to the day.”

Alex Haslam, Duracell UK Marketing Manager said: “With our partnership with the Great Run Series we have been proud to play an active role in helping runners all over the UK unlock their own power and improve their performance. Duracell lasts longer than the competition and we’ve been helping the runners of the UK last for longer throughout the Great Run Series. By bringing our iconic mascot, the Duracell Bunny, to the race in the form of the Duracell Bunny pacers, we’ve been able to help runners in a way that fits perfectly with what we believe in as a brand.”

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