Dodge the Sugar with JuneShine

JuneShine the #1 hard kombucha brand in the U.S. with over $30M raised and 30M cans sold of its insanely delicious, honest alcohol for a better planet made with only real, organic ingredient has expanded outside the hard kombucha realm with an exciting new product: JuneShine Spirits.

The new better-for-you, ready-to-drink canned cocktails feature a no sugar added line of canned margaritas, maitais, and vodka sodas. The product line launches with Dodge the Sugar, JuneShine’s first-ever live TV commercial campaign, which was made in partnership with Stept Studios.

Dramatising the major difference in sugar content between JuneShine Spirits and the other leading canned cocktail companies, the full CGI commercial transports a can of JuneShine’s Tequila Margarita to a desolate frontier in the old West where it duels flying cubes of sugar.

The commercial premiered online and will have its live TV premiere April 7th during the San Diego Padres opening day baseball game.

Dodge the Sugar utilises Stept Studios’ full suite of creative capabilities including visual effects and CGI, all happening under one roof. JuneShine came to Stept with a product brief, objectives and timing and through the combo of director Pat Hall working with Stept’s Creative department they conceptualised the creative completely. Working with our visual effects team and Hall's eye as an editor also allowed us to think end to end in our pitch back.

JuneShine – Dodge The Sugar

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Production Company Stept Studios
Director Pat Hall

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Credits

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Production Company Stept Studios
Director Pat Hall
Post Production Lockt Editorial
Post Executive Producer Jon Brogan
Post Production Tim Baldini
Post Producer Joaquin Villalobos
Editor Amanda Moy
Finishing Editor Nicole Johal

VFX Supervisor Carl Stern
VFX Supervisor Max Krone
Sound Design & Mix Eric Crepeau
VO Max Krone

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“We believe you don’t need 27g of sugar to make a delicious margarita and the status quo for canned cocktails has been established in the 25-30g of sugar range which is totally unnecessary and actually has turned off a lot of health conscious customers from the category. We wanted to highlight the relative lack of sugar in our cocktails in a dramatic over the top western duel commercial setting. The tv spot was inspired by the Mac v. PC and Coke v Pepsi ads in the past. We wanted to take something scientific and boring like ‘no sugar added’ and make it visually exciting and entertaining so we created this western landscape with Stept’s CGI team and they totally nailed the visuals! It was amazing working with Stept who was able to deliver a super bowl quality commercial for an underdog budget.” said JuneShine CMO, Forrest Dein.

“We’ve worked with JuneShine on a few unique projects over the last couple of years, but this one tops them all,” says Stept Founder, Nick Martini. “Watching our creative team, director Pat Hall, and visual effects teams working together in one room to bring this project to life was really amazing to see. A collaboration from all realms within the Stept world, it was a fun challenge to take on creatively and technically."