Tropicana has launched an industry-first train-triggered ad campaign to celebrate the natural, energy-boosting ingredients of its Naked Smoothies brand.

Using screens on platforms of London Underground’s Elizabeth Line, the campaign gives the impression that the motion of passing trains is being used to blend the drinks.

The colourful, full-motion ads encourage Elizabeth line passengers to “Get Naked, Get Going”. The creative of the campaign is linked to the train timetable.

Showcased across all digital screens on Elizabeth Line platforms at Tottenham Court Road station, for two weeks, the campaign includes messages such as: “Your Boost, Now Arriving”, “Heathrow bound? Get Naked, Get Going.” and “Heading East?”

“Naked Smoothies are here to give people a natural energy boost and help them go about their busy day,” said Naked marketing brand manager Emma Holmes.

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“The Get Naked, Get Going campaign works brilliantly on the London Underground where people are constantly on the move. Being able to dynamically adapt the ads to external cues gives the campaign an additional layer of engagement and relevance for passengers.”

Transport for London head of commercial media Chris Reader added: “This campaign is an exciting way to engage with the thousands of people travelling through Tottenham Court Road on the Elizabeth line.

“It’s great to see how advertisers can use our estate in an innovative and fun way to bring new experiences to Londoners.”

The smoothie brand‘s owner, Tropicana, has faced challenges with Naked over the past year. In 2024, Co-op delisted the brand striking a deal with rival Innocent, while Naked was also pulled from Waitrose shelves as it shook up its juice range to remove duplication and differentiate from other retailers.

However, in an interview with Grocery Gazette last year, Tropicana marketing director Elizabeth Ashdow said the drinks giant had worked to revive Naked, reporting that sales were up 25% in June 2024.

“We’ve recently done some work to optimise and evolve our brand positioning, and allow Naked to play a clear role within the holistic energy needs of consumers, particularly the younger consumer.

“It’s about positioning Naked as a drink that can really revitalise young people. What we’re doing now is about expanding our portfolio outside breakfast and innovating with our Tropicana Sparkling and our Naked energy drinks which enables us to meet currently untapped consumer needs whether that is for lunch or your mid-afternoon Tropicana pick-me-up,” she added.