A new
campaign for a ready-to-drink kombucha featuring Lindsey Lohan encourages consumers to “follow their gut.”
The spot for Health-Ade Kombucha stars the millennial actress in a
creative campaign that plays off her celebrity past. In the hero spot, seen here, Lohan walks down a city street as onlookers appear shocked
to see her in real life. Unfazed, the camera follows her to a corner store, where she grabs a Health-Ade Kombucha and takes a sip.
When a voiceover asks Lohan what she’s drinking, she
says “Health-Ade Kombucha. I've always been a fan of the booch,” as fans rush to buy their own. The spot closes with Lohan climbing into a bright yellow convertible with a
“HLTH-ADE” license plate along with the super “The Booch is Back.”
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“Lindsay brings a fearless energy and authenticity that reflects what Health-Ade stands
for,” said Sandra Heidrich, vice president of marketing at Health-Ade, in a release. “This campaign is about trusting your gut and living life on your own terms, and Lindsay is the perfect
partner to bring that message to life. Together, we're making kombucha accessible, approachable, and part of a lifestyle that inspires people to feel their best from within.”
Created by
Juxtapose Studio, the partnership with Lohan “is about nostalgia, cultural alignment and shared values,” according to the brand. The campaign runs across paid social and digital video as
well as on Health-Ade and Lindsay Lohan's social channels.
Gaining in popularity the past few years, kombucha is a fermented fizzy tea beverage made with a symbiotic culture of bacteria and
yeast. The beverage is touted as supporting gut health and may contain additional vitamins. A recent Tastewise report found the kombucha market currently valued at about $2 billion globally, expected
to be worth nearly $6 billion by 2029.