Dive Brief:

• PepsiCo brand Naked Juice is venturing into unchartered ad medium space with bike paths in Dallas and Fort Lauderdale, FL. 
• The idea was fueled by the brand's media agency, OMD, as part of its "everything is media" approach. According to OMD, public trains and buses have been targeted, but no one has advertised on bike paths to this scale. Even bicycles have been targeted for ads, but their paths have remained unused.
• The ads appear as decals on the ground every 75 feet on a bike path east of downtown in Dallas. The approach in Ft. Lauderdale is similar. Plans are in place to expand the campaign to Boston and Portland. 

Dive Insight: 

Naked Juice and OMD are targeting the so-called "white space" still untouched by advertising. Going after unchartered territory offers significant advantages. The novelty helps drive attention on its own, plus the ads are reaching a previously untapped audience. Naked Juice—a brand that thrives on its healthy image—is a good starter brand for bike path advertising.