No Ugly puts Aussies to sleep in first campaign by Innocean Australia

Agency Innocean Australia has created the first campaign for No Ugly health and wellness tonics since the brand crossed the Tasman from New Zealand to launch in Australia early this year. 

The No Ugly Lullabies campaign, for the No Ugly Sleep variant, aims to put Aussies to sleep, by turning whatever’s keeping them awake at night into a tranquil lullaby.

One in three Australians suffers from insomnia at some point in their lives due to stress and anxiety and this is on the rise. What’s worse, the prognosis is looking grim, with anxiety in the last 12 months around COVID-19, Job Seeker, Job Keeper, and having a job at all, adding to the list of reasons why Aussies are not getting their full eight hours.

Enter No Ugly Sleep and the Lullabies campaign created by the new team at Innocean Australia. The fully integrated campaign launches today to mark World Sleep Day across social, out-of-home, and radio. People can submit whatever’s keeping them awake at night @nouglyau on Instagram for a chance to have their worry turned into a lullaby sung by Australian musician and composer, Brontë Horder. You could even win a two-month ‘Sleep Regime’ from No Ugly.

Some of the common stress triggers already turned into lullabies include a woman whose boyfriend is bad in bed (but is rich), backpackers partying next door, worrying HR emails, and the wrong font in a presentation deck. Even the Government’s automated COVID-19 text alert has had the No Ugly Lullaby treatment.

Other stresses may be closer to home for our industry. Name missed off an award credit? Can’t crack that EDM subject line? Creative partner has BO? Simply submit whatever’s stressing you out by replying in the comments section on the @nouglyau Instagram page to get your ‘worry’ turned into a lullaby.

Wesley Hawes, Executive Creative Director at Innocean Australia, said: “We’re stoked to be partnering with No Ugly Australia’s founder, Ryan Bernal, to launch the No Ugly brand here. What’s more, you never would have expected the Lullabies campaign to come out the doors of Innocean Australia. It’s social-first, digitally-led and reactive. Even though the response turnaround is insane, it’s going to be so much fun to create mini-musicals based on the real anxieties of Aussies.”

Ryan Bernal, Founder of No Ugly Australia, said: “The reality is that in the search for wellness, quality sleep is arguably the holy grail. No Ugly Sleep is full of magnesium, your body’s natural ‘sleep hormone’, and tart cherry,  which contains melatonin, and a range of other ingredients that help you sleep like a baby. My own sleep has increased by just over 50 minutes and my deep sleep by 20 on average. That’s what you call a functional beverage.

“The Innocean team have been more than just our creative agency, they’ve been incredible in getting this start up off the ground with a campaign that lets all Aussies know that sweet dreams now come in a bottle. Best of all, it’s low sugar, all-natural and sparkling.”

Jasmin Bedir, CEO of Innocean Australia, said: “This campaign showcases that Innocean is no one trick pony with a clever, digitally-led campaign that we expect to work gangbusters for No Ugly’s Australian launch and help to connect the brand with Australia’s health-conscious consumers. The functional beverage category is experiencing significant growth and No Ugly is perfectly positioned for success in this market.”