NZ brand No Ugly launch first local campaign via Innocean

No Ugly has unveiled its first campaign in Australia. The health and wellness tonics maker engaged Innocean Australia to advertise its No Ugly Sleep variant on World Sleep Day.

The New Zealand-based brand launched here earlier in the year, and now its integrated ‘Lullabies’ campaign is rolling out across social, out-of-home and radio.

The campaign centres around a series of musical lullabies, focussing on many of the reasons people suffer from sleeplessness in 2021 including being ‘bad in bed’, parties next door, and worrying about work.

Innocean Australia executive creative director, Wesley Hawes, said: “We’re stoked to be partnering with No Ugly Australia’s founder, Ryan Bernal, to launch the No Ugly brand here.

“What’s more, you never would have expected the Lullabies campaign to come out the doors of Innocean Australia. It’s social-first, digitally-led and reactive.

“Even though the response turnaround is insane, it’s going to be so much fun to create mini-musicals based on the real anxieties of Aussies.”

Launching the campaign, No Ugly points out that one in three Australians suffer from insomnia at some point in their lives due to stress and anxiety.

As part of the campaign, Aussies can submit whatever is keeping them up at night on the official @nouglyau Instagram, and it could be turned into the next lullaby, or win a two-month ‘Sleep Regime’.

Founder of No Ugly Australia, Ryan Bernal, said: “The reality is that in the search for wellness, quality sleep is arguably the holy grail. No Ugly Sleep is full of magnesium, your body’s natural ‘sleep hormone’, and tart cherry, which contains melatonin, and a range of other ingredients that help you sleep like a baby.

“My own sleep has increased by just over 50 minutes and my deep sleep by 20 on average. That’s what you call a functional beverage.

“The Innocean team have been more than just our creative agency, they’ve been incredible in getting this start up off the ground with a campaign that lets all Aussies know that sweet dreams now come in a bottle. Best of all, it’s low sugar, all-natural and sparkling.”

CEO of Innocean Australia, Jasmin Bedir, added: “This campaign showcases that Innocean is no one trick pony with a clever, digitally-led campaign that we expect to work gangbusters for No Ugly’s Australian launch and help to connect the brand with Australia’s health-conscious consumers.

“The functional beverage category is experiencing significant growth and No Ugly is perfectly positioned for success in this market.”


Innocean Australia
ECD: Wesley Hawes
CEO: Jasmin Bedir
Senior Art Director: V. Wassim Kanaan
Senior copywriter: Damon Porter
PR Director: Nicole Craig
Media Strategist: Charlotte Berry
Social Media Manager: Taylah Nilsson
Senior Account Manager: Amber Lowings
Integrated Producer: Louis Moore
Editor/Colourist: Lucio Tagliani
Sound Designer/Engineer: Caleb Jacobs
Musician: Brontë Horder

No Ugly
No Ugly Country Manager: Ryan Bernal


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.