How Talking Shit Created a Whole New Category

Most brands' strategies and advertising are good enough. Technology and talent have raised the floor so that truly bad examples are becoming rare. But it’s also lowered the ceiling. Our media is full of a bloated middle ground of safe and homogenous brands. This is how creative strategy helped a young brand breakthrough ‘good enough’ by being gutsy with its business model, branding and communications. And how our creative strategy helped overdeliver its goals, commercial success and mission to improve the nation’s health.