Launching a lifestyle hydration brand.
The Objectives
The Objectives
Year & Services
Client
Royal Unibrew
Year
2026
Service
Social-First Campaign / Content production / PR / Creator collaborations
The Challenges
In a crowded market of functional drinks, performance claims and promises of doing more, Egekilde+ needed to stand for something different.
Enriched with vitamins and electrolytes, the product had all the functional benefits. But the opportunity was to build a brand that connected with people beyond what was inside the bottle.
Less about performance. More about connection.
The Brief
Introduce Egekilde+ to the Danish market as more than just another functional drink.
Build a lifestyle brand with a distinct identity, emotional relevance and a reason for people to connect with it.
What we did.
The approach and execution. Less gym. More life.
We took Egekilde+ out of the performance space and into everyday life building a campaign around the people, moments and connections that give us something extra.
The idea was simple: The "+" wasn't just about what was inside the bottle. It was about the +1. The person who makes your day a little better.
We brought the concept to life in two acts.
Act 1. From Personal to Public
We started with Sus, who shared her own perspective on the people and moments that help her recharge. Through personal, relatable storytelling, she introduced Egekilde+ as a natural part of everyday life.
Then we took the concept to the streets.
Sus brought Egekilde+ into real-life encounters, sharing the product with strangers and creating spontaneous moments of connection.
No performance. No pressure. Just people, presence and a little something extra.
Act 2. A Moment to Recharge
From spontaneous encounters to a shared experience.
We brought together 20 carefully selected creators and public figures for an intimate yoga experience hosted by Sus centered around slowing down, reconnecting and finding balance.
Rather than simply placing Egekilde+ in the hands of creators, we made the brand part of an experience worth sharing.
The result was a natural flow of content before, during and after the event, extending the experience beyond the room and into the feeds of a wider audience.
