Life Is Sport. Be Ready For It.

There are many hydration and energy brands focusing on athletes, but the truth is, everyone needs to hydrate and needs a boost of energy now and again. That’s the message behind a new ad campaign for Pure Kick, the energy drink for those who embrace the challenges thrown their way every day, created by Denver-based indie agency Good Conduct.

“Life Is Sport. Be Ready for It.” is Good Conduct’s premiere work for the brand and leans into the “sport” that happens in everyday life beyond the gym or the athletic field. Sports drinks are always trying to motivate athletes to work out harder, sweat longer, and have the willpower to push through the pain. But what about the rest of us? Pure Kick knows that we deserve energy, hydration, and motivation, too, and is launching a new social media campaign featuring “Monday Motivations With Purcy Kicks,” a fictional TikTok character, life coach, and personal cheerleader to give motivational advice about everyday life.

With tongue planted firmly in cheek, a new motivational social video will launch every Monday beginning in April with the goal of driving awareness and affinity for the brand by purposely not talking about it. The Purcy Kicks character is part of a larger “Life Is Sport” campaign featuring OOH, digital and CTV. Pure Kick sales have grown 80% year-over-year nationally.