Sodaly is a soft drink with all the flavour and none of the sugar. Sounds suspicious, doesn't it? Australians thought so too. So instead of trying to convince them a healthy soft drink could taste this good, we made their suspicion our campaign.

Enter Get Sodaly Addicted - the FMCG campaign disguised as a massive drug deal. Suspicious package drops, crime scenes on beaches, dealers on street corners offering "first hit free” deals, influencers behaving like kingpins. From billboards to encrypted messaging apps, every touchpoint invited Australians to get addicted.

And like any good dealer - the campaign delivered. Sales jumped 71%, half of all buyers were new to the brand, and Sodaly became Australia's #1 healthy soft drink. Which probably explains why everyone kept coming back for another hit.