No Ugly Hydrate Challenges Sports Drink Rivals In New Campaign

No Ugly Hydrate Challenges Sports Drink Rivals In New Campaign
B&T Magazine
Edited by B&T Magazine

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.


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

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