With a bazillion kombuchas crowding the shelf, Humm needed to own their biggest differentiator: little to no sugar, unlike pretty much everyone else. A colleague concepted the "Sugar is Hiding Everywhere (but not in Humm Kombucha)" campaign, which ran throughout all of 2023.

When I inherited the account in Q1 2024, the brief was simple: keep the momentum, but make it feel new. My refresh had two angles. First, I positioned Humm as the Dry January drink—a natural fit that also resonated with the sober-curious Gen Z crowd already flocking to the brand. Second, I threw out the tired "new year, new you" trope entirely. The new message? You're already your most fabulous self. Choosing Humm just means you don't have to sacrifice anything to prove it.