-- When Australian juice maker nudie teamed up with Sophie Monk earlier this year to launch its new juice shots range, the brand set out to do something different. Rather than leaning into the typical glossy imagery of wellness advertisements, the campaign embraced humor and surprise, sparking attention both online and on the streets. Conceived by creative agency Circul8, the playful concept achieved millions of impressions, lively interactions, and real-world participation across digital and physical channels.
Photo Courtesy of Circul8
The campaign, titled “100% wholesome nudie shots,” disrupted the seriousness often associated with the wellness industry. Influencers frequently showcase routines that feel inaccessible, leaving audiences disconnected from the idea of everyday health. Circul8 steered away from that approach, instead making wellness approachable and fun. Sophie Monk brought her trademark humor to reframe what people expected from the phrase “nudie shots.” Where audiences anticipated something risqué, the reveal was wholesome, underscoring nudie’s brand ethos as ‘creators of good’ while keeping the tone playful.
Circul8 executed the campaign across multiple touchpoints, working with Bench Media to connect social-first content with real-world engagement. Sophie’s short-form videos on TikTok and Meta platforms paired comedy with fitness themes in formats built for sharing. Out-of-home activations in Sydney and Melbourne extended the joke beyond screens, using posters with QR codes that invited passersby to “see nudie shots.” Scanning revealed Sophie’s wholesome twist, sparking curiosity in busy city settings.
The campaign delivered more than 22 million impressions and nearly 56,000 clicks, with a 0.25% click-through rate that demonstrated real audience action. Sophie’s organic social posts generated over 5,700 engagements, while more than 1,200 QR codes were scanned directly from posters. nudie’s social channels also saw follower growth during the campaign. Most significantly, sales rose by 33% after adjustments for promotions, highlighting the impact beyond awareness and engagement.
Through this collaboration with Circul8 and Sophie Monk, nudie injected fresh energy into the crowded wellness space. With “100% wholesome nudie shots,” the brand proved wellness can be fun, approachable, and deeply engaging, resonating across audiences and driving results from awareness to sales.
About Circul8
Circul8 is an award-winning creative agency based in Australia, specializing in digital-first campaigns that connect brands with audiences through strategy, storytelling, and innovation. With a focus on blending creativity and technology, Circul8 develops integrated campaigns that spark engagement, drive measurable results, and create lasting brand impact. The agency has partnered with leading consumer brands across industries to deliver bold ideas that resonate in both digital and physical spaces, reinforcing its reputation as a boundary-pushing force in the creative marketing landscape.
Contact Info:
Name: Alana Stocks
Email: Send Email
Organization: Circul8
Address: Sydney, NSW, Australia
Website: http://www.circul8.com.au
Release ID: 89171918
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