• by Danielle Oster , 5 hours ago

Wellness trends can range from the routine to the truly bizarre, with plenty of middle ground between the two.

Suja Organic navigates that territory in its first integrated brand campaign, providing an alternative to keeping up with a constantly evolving list of trends with its simple “Wellness That Works” through cold-pressed juice and concentrated “wellness shots.”

Suja decided to launch its first integrated brand campaign to capitalize on brand momentum, and stay top-of-mind ahead of the winter season. The effort also follows Suja Life naming BarkleyOKRP as its first agency of record back in January, following a competitive review.

BarkleyOKRP Creative Director Andrea Knowles told Marketing Daily the central insight for the campaign was “pulled directly from social,” with people posting about the latest wellness trends they’re trying, with reactions ranging “from positive to ‘I can’t believe I tried this.’

“All we had to do was mine for the best examples of that, and craft a campaign around it,” she said.

Suja Director of Brand Marketing Jamie Berle explained the point wasn’t “shaming” health experimenters, but “getting in the trenches with them” and offering an easier alternative to some of the purported benefits offered by specific wellness “hacks.”

“Banana Peel” focuses on the banana peel facial, while “Drainage Suit” takes on the lymphatic drainage suit.

“There were a lot of trends that are way out there, and a lot that have become very normal and consistent in consumers lives,” Berle said, with the brand engaging in consumer testing to arrive at the right focus between those two extremes.

Suja also needed the focus to remain on benefits its products deliver, like offering “immunity” support through its wellness shots as an alternative to lymphatic drainage, Berle added. Suja also worked with its legal team to ensure they the ads weren't overpromising and could lean into those claims.

“Wellness That Actually Works” is primarily running on social channels, which Berle said was reflective of the “social-first insights” that sparked the creative concept. The campaign includes online video as part of its media plan, and may expand to further channels in 2026.

“The beauty of this campaign is, we can see it standing the test of time,” Berle said. "We can produce more assets as more trends develop, and we see news things at the top of our  feed every day.”

The timing of the launch also played a part. “We have strong momentum in the market right now, so it comes at a time when we’re looking to throw gas on the fire,” Berle said. “We’re heading into high season for immunity products with the  holidays,” she added, as well as wellness focus tending to increase around the new year.