GT's Kombucha’s First Campaign Turns Urban Streets into Gardens

The most important marketing tactic for a health-based brand is to convey the feeling you have when you drink their product. GT’s Living Food first campaign 'Begin Within', created by creative agency Giant Spoon, highlights the transformative power of Synergy to first-time kombucha drinkers. 

To illustrate the probiotic health benefit of kombucha, the spot shows flora and fauna overtaking the urban world with each sip of Synergy kombucha — lotus blossoms and vines wrap around telephone poles, creep over pothole speckled streets, and climb up buildings — turning an inhospitable environment into a virtual garden of Eden.

"This brand is the category leader and has been for years and has never done any advertising, and the category is getting competitive, but this is the OG, authentic product,” says Marc Simons, co-founder, Giant Spoon. “We needed to tell that authentic story in a way that was true to the product and the brand.”