Feel Good don't add sugar whereas their competitors have been proven by independent research to add up to the equivalent of 8 teaspoons to their drinks.
Commune was briefed to communicate this difference in a way that was in tune with the clearly defined character and tone of voice of the Feel Good brand.
The campaign idea of DUMP THE LUMPS uses irreverent humour and charm to put across what is actually a very hard hitting and competitive message.
The campaign broke in July with banners and posters at major railway stations and will roll out to more poster sites in the coming months, online and in PR activity.
Steve Cooper, Marketing Director of Feel Good Drinks said, "We were delighted with the way Commune understood our brand and came up with an idea that we loved."