Pivoting a brand to Gen Z
Repositioning Naked as a global flavour brand for a new generation.
THE CHALLENGE
Following an extensive brand repositioning, Naked (owned by Princes Limited UK) needed to signal its evolution from Asian cuisine into a global flavour brand. Livity was tasked with the creation of an above-the-line campaign designed to drive brand familiarity and excitement among Gen Z and Millennial audiences during a pivotal point in the brand’s journey.
Commercial brand repositioning for Gen Z and Millennials
Platform-native content strategy for VOD and social
Co-created production with emerging UK creative talent
THE CULTURAL TRUTH
For a generation that values spontaneity, the concept of a rigid mealtime is outdated. Young people aren't looking for a "snack"; they are looking for bold, worldly flavours that fit into their "nomadic" lives. We identified that mealtimes should feel like a mini-adventure, whether they are on the go, studying, or at a festival, and so the creative platform ‘Everyday Adventure’ was born.
THE CO-CREATION
To ensure authenticity and keep Naked front of mind, the creative was co-created and tested with young people across the UK. We partnered with emerging London director Sannchia Gaston to bring the new positioning to life.
The production process focused on bold colours, fun text animations, and capturing shots of real people enjoying the moment. By involving young creatives in the filmmaking process, we challenged the traditional 'rules' of where and how people should eat, ensuring the final content felt like a natural part of a Gen Z social feed.
THE IMPACT
The campaign successfully introduced Naked’s expanded product range to a fresh demographic. Launching across VOD, TikTok, Instagram and Facebook while being rolled out across UK-wide retail partners, it sparked immediate awareness and deepened brand familiarity.
By bridging the gap between a major FMCG brand and emerging creative talent, we proved that Livity can lead a major commercial launch that is both strategically robust and culturally resonant.
“ The idea was simple: bring the new positioning to life with bold colour, alongside highlighting the flavour and convenience of a Naked pot. With some fun text animations and shots of people just enjoying the moment, we wanted to challenge the whole ‘right place to eat’ thing. It’s all about enjoying good food, wherever you are. ”
Sannchia Gaston - campaign film director
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