“The nudie story has been recognised by businesses both large and small as providing key lessons about how to make connections with customers though an innovative emotional branding strategy. The nudie business was built in a market place dominated by a few, very large players and yet the nudie product became ubiquitous. Stocked in major supermarkets, McDonalds and more than 4,000 route trade outlets, it provides lessons in how to rapidly grow a business, achieve widespread distribution, side-step dominant, entrenched competitors, overcome adversity and make a real connection with customers. The nudie brand was built with unconventional marketing tactics, many of which were pioneered in Australia by Tim Pethick. It led to the creation of a new “super-premium” bottled juice category in this market place.