Sophie Monk keeps her clothes on for ‘totally wholesome' nudie shots

Juice brand nudie has enlisted TV personality Sophie Monk to front its latest campaign, promoting its new range of 100% natural juice shots.

Developed by creative agency Circul8 and media partner Bench Media, the ‘100% wholesome nudie shots’ campaign plays on the double meaning of ‘nudie shots’, with Monk surprising audiences with a wholesome twist across social media and out-of-home channels.

The 60ml nudie juice shots are positioned as a functional beverage, containing real ingredients with pre- and probiotics aimed at supporting immunity, digestion and overall wellness.

Emilie Durand, head of nudie brand (juice), said Monk’s humour made her the ideal face of the campaign. “Her cheeky humour is perfect for giving Aussies a nudge to take their health seriously - just not too seriously,” Durand said. “The campaign is all about shaking up the functional drinks space, making wellness fun, effortless and ridiculously tasty.”

The media rollout includes high-impact posters in Sydney and Melbourne, targeted out-of-home screens near retail locations, and placements in fitness centres. A broader digital push across Meta and TikTok is designed to drive engagement and awareness.

Alana Stocks, founder and managing director of Circul8, said the campaign reflects the brand’s personality. “We know it’s harder than ever to get people’s attention, especially in social. But we also know humour and fame cuts through. This campaign is the perfect blend of the cheeky tone nudie is known for, delivered by the perfect person for the job - Sophie Monk.”

Nate Vella, brand strategy lead at Bench Media, added: "This campaign launch is an important new product offering for nudie and the media strategy and execution have been built around the audience to maximise impact."

The campaign will run from 2 April to 30 June.