The beverage aisle was getting crowded. When GT’s Living Foods wanted to defend their turf, we helped them find their inner hero and make the whole world feel it.
The functional beverage aisle had gotten loud. A wave of prebiotic sodas was flooding shelves, blurring the lines between trend-chasing copycats and the real thing. GT’s SYNERGY, the OG of kombucha, needed to cut through the noise. They wanted to remind consumers that science-backed gut health looks nothing like a flavored soda, and do it in a way that resonated with a new generation without alienating the loyalists who built the brand.
The challenge was clear: defend the crown, earn new fans, and convert a cultural moment into lasting market performance that would carry the brand through 2026 and beyond.
Our answer? Find Real Power Inside.
SYNERGY didn’t need to borrow power from Supergirl. It already had its own.
Working with GT’s Living Foods and Warner Bros., we built the campaign around a shared truth: real strength starts within. For Supergirl, that means learning to direct the power she already carries. For SYNERGY, it means supporting the body from the inside out with living kombucha crafted for balance, vitality, and gut health you can feel.
That made the partnership more than a pop-culture crossover. It gave SYNERGY a timely, ownable way to dramatize what the brand has always stood for: power that isn’t manufactured, performed, or poured on top. Power that starts inside.
We built a fully integrated campaign for the nationwide launch of the limited-edition SYNERGY × Supergirl collaboration bottles.
At the center was a CTV and paid social hero film that transformed the bottle itself into the bridge between worlds. Sunlight, fizz, and the living movement inside the kombucha opened into Supergirl’s universe, connecting her restored strength under the sun to SYNERGY’s own promise of inner renewal.
From there, the campaign scaled across paid social, digital, OOH, and still imagery, with each asset designed to do a specific job: spark discovery, drive trial, support switching, and give loyalists a fresh reason to believe in The Real Kombucha.
The result was a campaign that helped SYNERGY defend its place in a crowded functional beverage aisle without sounding like another functional beverage.
By pairing a high-awareness cultural moment with a real brand truth, SYNERGY turned a limited-edition collaboration into a larger statement of difference: real kombucha, real vitality, and real power from the inside.
