Wellness from before it got weird.
When Pukka first launched, a cup of herbal tea felt like a fairly enlightened act of self-care.
Back then, wellness was really just another way of saying “not dying”.
Fast forward to now, and people are intermittent fasting, supplement stacking, sleep-tracking, sound bathing, cold plunging and attacking their faces with tiny needles.
Suddenly, a delicious cup of peppermint tea doesn’t seem quite ambitious enough.
We needed to help Pukka stand out again.
Which got us thinking.
Maybe the whole wellness category was no longer Pukka’s bag.
Maybe it was the thing getting in the way.
Nothing Beats Nature was a pushback against modern wellness culture and its increasingly complicated attempts to improve being alive.
A reminder that, before the hacks, stacks, apps, masks and needles, there was nature.
Quietly getting on with it.
As usual.
The campaign launched with a TV spot that took aim at wellness fatigue, gently poking fun at our ever more elaborate self-care regimes to remind people that nature has quietly been there for us all along.
The print campaign took Pukka’s newfound attitude to the streets, giving herbal tea a slightly less polite voice.
Nature giving it the hard sell.
Not usually its thing.
