Propel “Get Ugly”

Propel, PepsiCo’s bottled water with the highest concentration of electrolytes, is formulated for the hardest workouts. It’s during these workouts, when you’re sweating out of your eyeballs and you’re at your ugliest, that you need Propel the most.

To bring this idea to life we created a bright, energetic world that could break out from the dark, gritty visual feel of the category. We then partnered with pop star Jessie J to recreate the classic “U.G.L.Y.” schoolyard chant. Along with using it as a base track for all our media, a full-length song was distributed to gyms and studios across the country to incorporate into their workout playlists.

“Get UGLY” Anthem

For print and campaign extensions we captured some of the prettiest influencers at their ugliest.

The campaign also featured immersive live experiences which brought together key members of the fitness world.

Finally, we created a massive amount of quick, gif-y digital and social content reminding people to get ugly.