No Ugly Hydrate and Innocean Australia launch ‘Frontgredients’ campaign

No Ugly Hydrate has partnered with Innocean Australia to launch ‘Frontgredients’ a new campaign, challenging other sports drink brands to be more transparent about their ingredients.

The announcement:

No Ugly wellness tonics are a range of functional health drinks, scientifically formulated in New Zealand, that help you ‘get back to gorgeous’. In its second campaign for the company, Innocean Australia is asking people to drink the ingredients, not just the brand, for the No Ugly Hydrate variant.

‘Frontgredients’ is a provocative campaign that challenges the major players of sports hydration drinks by inviting Aussies to pay more attention to the ingredients they are putting into their bodies – rather than the drinks’ marketing.

To launch the campaign, special double-sided ingredients labels were created, turning the amounts of nutrients, B vitamins, electrolytes, and low sugar into the branding on the No Ugly Hydrate bottles.

Ryan Bernal, Country Manager at No Ugly, said, “No Ugly Hydrate has been scientifically formulated to be packed with electrolytes like magnesium, potassium, sodium and, unlike most sports drinks, B vitamins, which help convert what you eat into glucose – which gives you energy. All with only 2.8g of natural sugars to boot.

No ‘free’ or ‘added’ sugars here. We can’t compete with the giants of sports drinks in terms of dollars, but we certainly compete with them when it comes to the actual drink. That’s the beauty of the ‘Frontgredients’ campaign.”

Out-of-home executions challenge Gatorade, the no.1 sports drink in Australia, to “show us your backside” and reveal what they’re really made of. This activity is accompanied by a social competition encouraging people to turn competitors’ bottles around on shelves to show the ingredients behind their branding, for a chance to win crates of No Ugly Hydrate.

V. Wassim Kanaan, Senior Art Director at Innocean, said: “Whether you’re a professional sportsperson, weekend warrior, or even a non-athlete, many sports beverages widely being consumed are often just another sugary drink.

We don’t have the same brand awareness as the Gatorades of the world. So, to make people think about what they are putting into their bodies, we doubled down on our ingredients label and turned that into our No Ugly branding.”

The campaign launched on 22 November and social activity went live on 30 November.


Innocean Australia

Executive Creative Director: Wesley Hawes
CEO: Jasmin Bedir
Senior Art Director: V. Wassim Kanaan
Senior Copywriter: Damon Porter
Senior Designer: Michael Macgregor
Designer Guilherme Carvalho
Social Media Director: Josh Tan
Social: Kristin Freeland
Producer: Warrick Nicholson and Louis Moore
Photographer and Editor: Lucio Tagliani
Senior Communications Strategist: Charlotte Berry

No Ugly

Country Manager: Ryan Bernal

Hearts & Science

Gail Halbert – Business Director
Luke Hutchinson – Chief Investment Officer

Source: Innocean Australia media release


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