No Ugly Hydrate ‘Frontgredients’
The hydration drinks category spends millions on athlete endorsements and team sponsorships. No Ugly couldn’t compete on branding, but where we could compete was their ingredients. So, we turned the No Ugly Hydrate ingredients into our branding, creating double-sided labels. Encouraging Aussies to drink the ingredients - not the brand.
We then asked Aussies to show us the ingredients our competitors are hiding behind their branding, helping us to create a level playing field on supermarket shelves.
‘Frontgredients’ bottle label
‘Frontgredients’ Case Study
The ‘Frontgredient’ bottles were sold in stores
OOH called out the no.1 sports drink brand
OOH
A social competition invited people to turn our competitors’ bottles on supermarket shelves to win crates of No Ugly Hydrate
★ Awards
AWARD Awards, 2023
Shortlist in Advertising, Health & Wellness
Shortlist in PR & Promo, Product Launch
Clio Health Awards, 2023
Bronze in Direct, Mixed Campaign
Spikes Asia, 2023
Shortlist in Brand Experience & Activation
Campaign Brief’s The Work, 2022
One Acceptance for Intellectual Property + Products