Health-Ade
Q1 Campaign
Campaign Overview:
“DIFFERENT KIND OF FEEL GOOD”
Developed and led Health-Ade’s Q1 brand campaign centered on the cultural shift toward mindful drinking during Dry January. With 35% of adults participating in Dry January and growing interest in non- and low-alcohol alternatives, the campaign repositioned kombucha as a celebratory, feel-good replacement rather than a restriction-based substitute.
The initiative reframed January not as a month of deprivation, but as an opportunity to “drink for a different kind of feel-good.”
Impressions: +23,326%
✳︎
Engagements: +3,782%
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Follower Growth Rate +200%
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+378,573% Link Clicks
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Impressions: +23,326% ✳︎ Engagements: +3,782% ✳︎ Follower Growth Rate +200% ✳︎ +378,573% Link Clicks ✳︎
Scope & Deliverables:
Campaign strategy + insight development
Creative concept and manifesto
Visual direction for photo + lifestyle shoots
Cross-channel rollout (social, email, SMS)
Messaging framework and copy development
Performance reporting and KPI tracking
Design Intent:
The campaign was designed to create an immersive brand moment around a cultural behavior shift. Instead of leaning into wellness austerity, the creative direction emphasized vibrancy, connection, and celebration.
Visually, the system balanced elevated cocktail styling with approachable, lifestyle-driven scenes — positioning Health-Ade as both socially relevant and functionally beneficial. Messaging centered on gut-first feel-good language to maintain brand integrity while expanding occasion use.
The goal was to build a cohesive narrative across platforms that made mindful drinking feel aspirational rather than restrictive.
Creative System
Insight: Growing participation in Dry January and increased curiosity around non-alcoholic alternatives.
Theme: Mindful drinking habits during January.
Core Idea: January is not about restriction — it’s about adding new ways to feel good.
Manifesto:
“Who says Dry January has to be boring? … Drink for a Different Kind of Feel-Good.”Photography paired vibrant glassware, bold color blocking, and social kitchen scenes to visually compete with traditional cocktail culture while maintaining product hero visibility.
