UNWELL Hydration Launch Campaign

Alex Cooper, the well-known creator of the Call Her Daddy podcast and founder of the UNWELL network, launched her first product: UNWELL hydration, a drink with hydrating benefits. In a male-dominated market saturated with sugary options, Alex set out to create a beverage that spoke to women, catering to more than just “high-performance sports” or fitness enthusiasts with added benefits and all natural sugar. This drink was designed for real-life moments: hangovers, long workdays, and life on the go.

The campaign tagline, “For Every Version of You,” encapsulated this. A dynamic photoshoot featured Alex portraying a variety of personas—from sporty to party girl, hungover to hectic at work—highlighting the imperfect moments and versatility of the product need.

To complement the imagery, we crafted curated copy lines that paired with each persona, telling a relatable story for every scenario. These creative elements were rolled out across diverse OOH (out-of-home) placements, including train stations, gyms, street furniture, taxis, and even a Times Square display. Here you’ll find examples of the taglines and visuals our team developed, showcasing how hydration is essential for all those imperfect, everyday moments—not just for elite athletes. The launch of the drink instantly gained 115k followers on instagram before fully launching and gained 3.2B media impressions.