Pure Kick Helps You be Ready for the Sport of Life with the Help of Life Coach, Purcy Kicks

Apr. 24, 2023

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.

Rob Lewis, co-founder and executive creative director at Good Conduct, which first began working with Pure Kick parent The Jel Sert Company in November of 2022 said:

"With a brand that’s coming in to disrupt the category, we wanted to flip the traditional sports-drink messaging on its head with a more inclusive and refreshing comedic slant."

 

Kyle Harrington, The Jel Sert Company’s Senior Director of Marketing said:

"Pure Kick recognizes that many of us in the general population feel this sense of an inner athlete inside ourselves. Whether you were a star quarterback in high school, delivered the gaming-winning spike in volleyball, or like to occasionally race your colleagues to the top of the stairs, this inner athlete lives inside many of us. Pure Kick is just that, hydration and energy for the rest of us, giving us the boost we need to perform our daily duties and hobbies."