Naked Smoothie is back on court, and so is its Chief Smoothie Officer. Coco Gauff returns in a new series of lighthearted spots introducing the “New Naked,” complete with refreshed packaging and boosted benefits. Joining her once again is Smoothie Boy, the brand’s overly eager and chronically confused sidekick.
Set against a tennis backdrop, the campaign plays with on-court miscommunication. Smoothie Boy tries to keep up with the “news” but consistently gets it wrong, setting up a string of playful misunderstandings that give Gauff the perfect opening to clarify what’s actually new. The result is a series of comedic beats that make the brand’s updated look and enhanced benefits unmistakably clear, even to Smoothie Boy.
The humor leans into Gauff’s natural charisma. Having worked with her before, the creative team built the concept around what feels most authentic on set: her ability to laugh at herself, stay playful, and riff on tennis culture from an insider’s perspective. Watch below:
Developed in partnership with Dentsu Creative and dentsu X, the campaign launched February 1 and runs through the end of March, with paid media expected to continue throughout much of the year. The work spans Meta, TikTok, and YouTube.
The tone is self-aware, sporty, and just cheeky enough to match the brand’s personality. In short, it serves up a refresh without taking itself too seriously.
CREDITS:
BRAND: Naked
AGENCY: dentsu X
AGENCY: Dentsu Creative
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