With a bazillion different kombuchas on the market, Humm needed to play into their main differentiator to stand out—little to no sugar than the rest. My colleague concepted the idea
of “Sugar is Hiding Everywhere” (but not in Humm Kombucha) and they ran this campaign
for all of 2023.

When I took over this account for Q1 of 2024 we needed to refresh the campaign with new year-type messaging. The tweaks I made were two-fold. One, Humm is your “Dry January” drink of choice (this also worked well for the sober curious Gen Z audience). And second, “new year, new you” is garbage, you are already your most fabulous self. And when you make the healthy choice to drink Humm, you don’t need to worry about anything else.