Australian beverage innovator StrangeLove Beverage Co. has embarked on an ambitious journey with the launch of its first large-scale Above The Line (ATL) marketing campaign. This marks a significant milestone for the brand, which started in 2012 with a humble ginger beer energy elixir. Over the past decade, StrangeLove has evolved into a diverse product line featuring over 40 offerings across three main categories: Lo-Cal Soda, Mineral Water, and Premium Mixers. Each product reflects the company's unwavering dedication to crafting unique and exceptional beverages.

The complexity behind StrangeLove's extensive range of products stems from its commitment to sourcing rare and high-quality ingredients. However, this intricate supply chain posed challenges in clearly communicating the brand's core message. Recognizing this issue, co-founder and creative director James Bruce sought external expertise to refine the brand's identity. Through extensive collaboration with Today the Brave, StrangeLove distilled its essence into a straightforward yet powerful statement: "Drinks for drinks' sake." This platform encapsulates the brand's mission to create outstanding beverages that enhance the drinking experience without constraints of category or convention.

This new campaign embodies the spirit of innovation and irreverence that defines StrangeLove. Partnering with Today the Brave has allowed the brand to articulate its vision more effectively while maintaining its signature dark humor. As the campaign rolls out during the summer months in major Australian cities, consumers can expect a refreshing and disruptive presence in the premium mixer and adult soft drink market. StrangeLove is not just offering drinks; it's redefining the way people think about and enjoy their beverages, bringing a much-needed sense of fun and creativity to the industry.