• by Danielle Oster , Yesterday

Kombucha brand Health-Ade is bringing its “Thrill Your Gut” creative platform into 2026 with a new extension of the campaign.

The campaign promotes Health-Ade’s purported gut health benefits, presenting the beverage as part of sustainable daily habits rather than the type of all-in resolutions that tend to trail off by the end of January.

Created in collaboration with agency Funday, the campaign extension brings back the “Gut Guy” character created as an accessible way of expressing the gut health benefits of kombucha. The character appears across a series of ads, which also highlight the brand’s fruit flavors. The national campaign rolled out from Jan. 1-5 and is running across TV, OOH, digital, and paid social, including Instagram and Facebook.

"The new year often comes with pressure to change everything at once," Health-Ade Kombucha Vice President, Marketing Sandra Heidrich said in a statement. "Bringing back Gut Guy allowed us to continue showing up with a point of view that feels familiar, approachable, and grounded in how people actually live, especially at a moment when people are looking for sustainable ways to feel good."

The campaign follows a successful year for Health-Ade, which reported 2.1% in dollar sales growth over the past 52 weeks, a period which the brand says saw the broader kombucha category decline by 6.8%.