New Zealand-based wellness tonic brand, No Ugly, has launched its second campaign, this time putting its ingredients front and centre.
Creative agency, Innocean Australia, helped craft the provocative ‘Frontgredients’ campaign which challenges its major competitors by inviting Aussies to pay more attention to the ingredients they are putting into their bodies – rather than the drinks’ marketing.
To launch the campaign, special double-sided ingredients labels were created, turning the amounts of nutrients, B vitamins, electrolytes, and low sugar into the branding on the No Ugly Hydrate bottles.
No Ugly’s country manager, Ryan Bernal, said their drinks are scientifically formulated and “packed” with electrolytes like magnesium, potassium, sodium and – unlike most sports drinks – B vitamins, which help convert what you eat into glucose – which gives you energy.
“All with only 2.8g of natural sugars to boot. No ‘free’ or ‘added’ sugars here,” he added.
“We can’t compete with the giants of sports drinks in terms of dollars, but we certainly compete with them when it comes to the actual drink. That’s the beauty of the ‘Frontgredients’ campaign.”
The OOH platforms unabashedly challenge Australia’s number one sports drink, Gatorade, to “show us your backside” and reveal what they’re really made of.
This activity is accompanied by a social competition encouraging people to turn around competitors’ bottles on the shelves to reveal the ingredients behind their branding, all for a chance to win crates of No Ugly Hydrate.
“Whether you’re a professional sportsperson, weekend warrior, or even a non-athlete, many sports beverages widely being consumed are often just another sugary drink,” said Innocean Senior Art Director, V. Wassim Kanaan.
“We don’t have the same brand awareness as the Gatorades of the world. So, to make people think about what they are putting into their bodies, we doubled down on our ingredients label and turned that into our No Ugly branding.”
The campaign launched on 22 November and social activity went live on 30 November.
Credits:
Innocean Australia
Executive Creative Director: Wesley Hawes
CEO: Jasmin Bedir
Senior Art Director: V. Wassim Kanaan
Senior Copywriter: Damon Porter
Senior Designer: Michael Macgregor
Designer Guilherme Carvalho
Social Media Director: Josh Tan
Social: Kristin Freeland
Producer: Warrick Nicholson and Louis Moore
Photographer and Editor: Lucio Tagliani
Senior Communications Strategist: Charlotte Berry
No Ugly
Country Manager: Ryan Bernal
Hearts & Science
Gail Halbert – Business Director
Luke Hutchinson – Chief Investment Officer
