High Function to High Fashion

In a category obsessed with claims, Zooki is choosing image, attitude and presence.

Its new out-of-home campaign, launching January 2026, cuts through the crowded supplements category with high impact and high fashion. Created by creative agency 10 Days and shot by Rankin, the bold, image-led work reflects the pace and polish of modern success, positioning the brand as a lifestyle choice for those at the top of their game.

“Zooki’s liquid sachets were already circulating on film sets, in studios, behind-the-scenes at London Fashion Week, and in places like Soho House,” says George White at 10 Days. “They’d become a kind of secret weapon among famous, fashionable people who are in the know and on the go. Because the truth is, the more demanding and success-driven your life is, the more your body needs to keep up.”

That insight identified a category blind spot and provided a powerful creative opportunity. While supplements typically compete on ingredients and outcomes, few reflect the glamour of modern, high-performance lives. The campaign reframes Zooki as part of an aspirational lifestyle, rather than another wellness fix.

Shot in Rankin’s pared-back, fashion-informed style, the imagery features stylish models partially obscured by shadow, tearing open Zooki sachets with their teeth. The moments feel intimate, instinctive and unapologetically confident. It leans into the worlds of beauty and fashion instead of traditional wellness, and uses bold colours, tight crops and strong lighting to catch the eye and pique interest.

The campaign runs across premium OOH formats, including 6-sheets, 16-sheets, and tube cards and London Buses, marking the first expression of Zooki’s new brand positioning, with further work planned across digital and social throughout 2026.

Jack Morrison, Co-Founder of Zooki, comments, “This is our first OOH campaign, and it feels like a real coming of age moment for the Zooki brand. By rejecting wellness tropes and drawing from beauty and fashion, the work feels confident and considered. It places Zooki firmly within a lifestyle, not just another health fix, and signals exactly where the brand is heading next.”