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 Challenge
The functional drinks market is saturated with performance brands shouting louder than each other. Egekilde+ - a flavoured water enriched with vitamins and electrolytes - needed a different story. Not a sports drink. Not another hustle-culture fuel. Something warmer, more human, and genuinely shareable.
The "+" wasn't just about what's in the bottle. It stood for the +1 - the person you share it with.
The Brief
Launch Egekilde+ in the danish market - and do so as a lifestyle brand.
What we are did.
The approach and execution. The goal was to move Egekilde+ out of the performance space entirely and position it as an everyday lifestyle brand. Less gym. More life. The campaign ran in 2 acts.
Act 1 - Personal & Street Sus created authentic content around joy, calm and connection - the moments and people she reaches for when she needs to recharge. Then she took it to the streets, physically sharing Egekilde+ with strangers in the city. Real moments. Real people. No performance, just presence.
Act 2 - The Yoga Event Sus hosted a curated yoga event bringing together 20 carefully selected creators and public figures. The theme: rest, recovery and the kind of stillness that Egekilde+ stands for. Content was captured before, during and after - generating a rich, multi-layered stream of organic storytelling across platforms.
Let’s Work Together
Hi! I’m Nina - one of the founders here at Social Works. I would love to get together for a talk. So, don’t hesitate to write me if you’re curious to know more about our work and creators.
-- nina@social-works.com