NO UGLY
Hydrate

The hydration drinks category spends millions on its image through athlete endorsements and team sponsorships. We couldn’t compete on branding. Where we could compete was our ingredients.

So, we turned our ingredients into our branding, encouraging aussies to drink the ingredients not the brand. We then asked Australians to show us the ingredients our competitors are hiding behind their branding, helping us to create a level playing field on.

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