StrangeLove Beverage Co has launched its first mainstream above the line brand campaign via creative agency Today the Brave. 
Founded in 2012, StrangeLove began with a “simple, not-very-thought-out” organic ginger beer energy elixir. It has since expanded into a range of over 40 products, spanning three distinct categories: Lo-Cal Soda, Mineral Water, and Premium Mixers.
“StrangeLove’s commitment to pushing creative boundaries means it now produces close to 40 different products, supported by a horrifically complex supply chain of exotic and expensive ingredients,” reads a statement. “This complexity has also proved challenging in terms of articulating a clear brand truth that resonates with consumers.”
StrangeLove co-founder and Creative Director James Bruce says he was “drowning in a prison of my own making”.
“After 12 years of carelessly pursuing every culinary avenue and flavour trend, we ended up with an impressive portfolio of delectable – and prohibitively expensive – beverages but still had no way to communicate what the hell we actually do,” he says.
Today the Brave was said to be instrumental in helping define and distil the brand’s DNA.
“After many long sessions with Today the Brave, we landed on a simple truth: we make drinks, for no other reason than making great drinks,” says Mr Bruce. “We honestly aspire to make drinks more interesting and make drinking drinks better for drink drinkers everywhere.”
The brand platform, ‘Drinks for drinks’ sake’, is said to encapsulate StrangeLove’s mission of making “impossibly good drinks possible”. It’s not confined to any one product type or category, allowing the brand to flex its “irreverent and often unintentionally honest, dark-humoured” brand tone across its entire portfolio.