AUCKLAND, Today: Wellness is getting complicated, so Raw C is pushing back with a campaign built around one simple idea: health shouldn’t feel like a full-time job.
Created with Bastion after the agency’s late-2025 appointment, the work taps into a cultural truth that people are over complicated routines and ready for something simpler.
Bastion Digital handled strategy and leadership, Bastion Advertising developed creative and production, and Bastion Media ran planning and buying across a fully integrated rollout.
The campaign spans hero films, OOH, digital audio, social and display, running nationally across BVOD, DOOH and digital channels.
Strategy uncovered a gap in a crowded category where brands chase functional claims but rarely address how overwhelming wellness culture feels. The platform Unhard Health gives Raw C a distinctive voice.
The brand started more than a decade ago when coconut pioneer Scott Mendelsohn shipped a container of pure coconut water into Sydney, growing into a nationwide range of coconut products.
“In a category crowded with functional messaging, we saw an opportunity to connect on a human level.” – Matt Robinson, Managing Director, Bastion DBX
Matt Robinson, Managing Director, Bastion DBX said the positioning shows the value of clarity. “In a category crowded with functional messaging, we saw an opportunity to connect on a human level,” Robinson said.
“‘Unhard Health’ gives Raw C a culturally relevant platform built for long-term growth and puts the brand in a position of strength as the category continues to expand.”
Anna Cherry, Managing Director, Media, Bastion said integration helped the idea work across the full journey. “When strategy, creative and media are developed together from day one, you create ideas that are built to perform.
“Our integrated approach allowed us to deliver a cohesive campaign across every touchpoint, designed for the modern marketer and built to drive impact.”
Samantha Hansen, Marketing Director, Raw C said the campaign reflects how people already use the product. “Coconut water is one of the fastest-growing categories in Australian grocery, up 42 percent year on year with household penetration now at 26 percent.
“‘Unhard Health’ is built on a truth most of us feel, being healthy has become far too complicated. Raw C stands for something simpler. Natural, straightforward and nothing crazy added.” The integrated approach combines indie agility with global scale, positioning Raw C for continued growth.
Unhard Health is live nationwide across BVOD, DOOH, digital audio, social and display.
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