Creative agency Humanaut has created a new advertising campaign for Suja, the largest brand in the ultra-premium juice category. The work is breaking this week.
Humanaut is Suja’s agency of record and has been working on its digital campaign efforts since 2016. This is the brand’s first video production and integrated marketing campaign.
“Drink Plants” celebrates the natural, unbelievable power of plants we often take for granted and highlights the fact that Suja is organic, cold-pressed and as close to nature's pure energy as a juice can get. Humanaut produced seven executions in all: a hero ad that clocks in at 1:30, two :30s, two :15s and two :06s. The 90-second spot is a speed lesson on plants and photosynthesis that explains how the process—along with Suja’s cold-pressed production—results in Pure Delicious Energy.
“At Suja we have an irrational love for plants,” said Greg Rose, VP of marketing. “Some people have bedroom posters of athletes or musicians, but we have posters of celery and wear pineapple pajamas. So it was only natural to make a video about our obsession.”
Each energetic ad shows people loving organic plants and produce in weird and wonderful ways— they kiss, caress, chop and chomp carrots, berries, bananas and kale—as a female voice raves about their appeal. “Hi, we’re Suja, and we love plants,” she says as one ad opens. “OK, to be honest, we’re obsessed with them. And if you love plants as much as we do, you wouldn’t just eat them, you’d crush them up and squeeze their tasty, juicy insides out. You’d cold press them and never heat them. Then you’d pour those delicious organic nutrients into bottles to create different flavors of Liquid Sunshine.” The tagline is a rallying cry: “Drink plants. Take their power!”
The video campaign will also extend to digital display, social and OOH. Wild posting executions include a living plant wall and billboards that invite people to literally spread the plant love: They offer seeds to plant. Suja is sold in grocery stores and Costco nationwide.
“We wanted to express our collective love for plants by reminding everyone how truly amazing these things are,” said David Littlejohn, Humanaut’s Chief Creative Director. “And as your love for plants grow, so does the desire to get more delicious, organic plants inside your body by chugging some Suja.”
Account Supervisor: Michelle Sturgis
Chief Creative Officer: David Littlejohn
Chief Strategy Officer: Andrew Clark
Content Director: Dan Jacobs
Copywriters: Andy Pearson, Liza Behles, David Littlejohn
Creative Agency: Humanaut
Designer: Carrie Warren
Integrated Producer: Tommy Wilson
Design director: Stephanie Gelabert