Case Study: "Get That Good Gut Feeling" Campaign for Health-Ade Kombucha
Director: Mike Perry Executive Producer: Masha Spaic Technical Director: Isam Prado Animator: Claire van Ryzin Story Board Artist: Julia Liu Color and Clean up: Spencer Hansen Composer: Drew Joy Line Producer: Tara Trullinger Director of Photography: T.J. Misny Set Designer: Michael Altman Stylist: Jamie Ortega Food: Micah Morton Groomer: Kristian Kanika Bankston Manicurist: Dan Terry Casting: Paladino Casting
Execution:
Working closely with the teams at Health-Ade and Zambezi, we developed a unique visual language for the campaign, aiming to tell compelling stories through fantastical landscapes and joyful characters, all in my distinctive artistic style. We introduced an imaginative "gut world," where existing characters thrived, injecting fresh energy into gut health upon Health-Ade Kombucha's arrival. The campaign featured a comprehensive national presence, spanning digital video, streaming commercials on major platforms, nationwide Out-of-Home advertising, and more. In response to growing consumer interest in the gut-health-wellness connection, this initiative significantly contributed to Health-Ade's nationwide expansion and market momentum.
Challenge:
Gut health isn’t exactly a glamorous topic, but it’s an important one—and we knew with the right approach we could make it feel enjoyable and new. We wanted to educate consumers about the importance of gut health, promoting the wellness benefits of Health-Ade Kombucha with a fun, uplifting message that had the visual presence to match.
Strategy:
We partnered with Zambezi, a full-service agency, and the Health-Ade Kombucha team to craft a strategy that employed vivid storytelling and dynamic animations. These elements effectively conveyed digestible messages about Health-Ade's probiotic blend, emphasizing its role in enhancing physical and mental well-being. We brought Health-Ade's popular flavor characters to life, combining them with uplifting headlines and vibrant designs to showcase the simplicity of improving gut health with just one sip.
Results:
The "Get That Good Gut Feeling" campaign succeeded in its mission of raising awareness about the importance of gut health, while promoting the benefits of Health-Ade Kombucha with fun, playful messaging.
The campaign received positive feedback from consumers and industry experts, and helped to position Health-Ade as a leader in the kombucha category. It also contributed to the continued growth and success of the Health-Ade brand in the marketplace, helping position Health-Ade as a leader in the kombucha category.
Agency Credits:
Zambezi
Creative Director: Jay Morrison
Associate Creative Director: Eugene Chang
Copywriter: Kurt Gassman
Director Of Integrated Production: Kara Pierce
Producer: Dustin Mulstay
Account Executive: Kelly Hsu
Account Director: Sean Daly
Health-Ade Kombucha wanted to spread the word about the wellness benefits of high-quality kombucha, while making sure their audience had fun learning. We needed to get the word out in a fun, memorable, and visually arresting way, encouraging healthy optimists to rediscover their happy place through education disguised as entertainment. The "Get That Good Gut Feeling,” campaign was the result.
Director: Mike Perry Executive Producer: Masha Spaic Technical Director: Isam Prado Animator: Bo Hee Seong Story Board Artist: Julia Liu Color and Clean up: Spencer Hansen Composer: Drew Joy Line Producer: Marshall McLaughlin Director of Photography: Austin Stoecklein Set Designer: Jessica Garrison Stylist: Marisa Serrano
Casting: Paladino Casting
Director: Mike Perry Executive Producer: Masha Spaic Technical Director: Isam Prado Animator: Leo Gioutlakis Story Board Artist: Julia Liu Color and Clean up: Spencer Hansen Composer: Drew Joy Line Producer: Tara Trullinger Director of Photography: T.J. Misny Set Designer: Michael Altman Stylist: Jamie Ortega Food: Micah Morton Groomer: Kristian Kanika Bankston Manicurist: Dan Terry Casting: Paladino Casting
Director: Mike Perry Executive Producer: Masha Spaic Technical Director: Isam Prado Animator: Bo Hee Seong Story Board Artist: Julia Liu Color and Clean up: Spencer Hansen Composer: Drew Joy Line Producer: Tara Trullinger Director of Photography: T.J. Misny Set Designer: Michael Altman Stylist: Jamie Ortega Food: Micah Morton Groomer: Kristian Kanika Bankston Manicurist: Dan Terry Casting: Paladino Casting