Kombucha is currently the fastest growing functional beverage category in Australia, with an ever-increasing number of new brands entering the market. With Remedy and Mojo leading the pack and becoming mainstream, The Bucha of Byron sits as a premium, craft kombucha that is brewed in Byron Bay by Stone & Wood Brewing Co. ‘The Bucha’ reflects the simple, healthy lifestyle of Byron Bay: surf, sun, friends, relaxing - all these things feel good, because they are good. 

My mission is to help the Bucha of Byron grow brand awareness, engage with who buy drinks at their store and reach more Instagram followers. I want to communicate the brand as an affordable, classy product with high quality, handcrafted with love, happiness and passion.

The target audience is 20-30 year old urban males and females (Melbourne and Sydney). They lead busy, stressful lives centred around career, family and social obligations. They look for small ways to escape the chaos and enjoy things that help tip the balance of health in their favour.

As ‘first impressions are lasting impressions’, all the executions for this campaign will have a very “summer” look, evoking the feeling that you are on a vacation or travel. Wherever the metrolite or billboard is located in the city, the green and blue color of this campaign will reduce the heat and discomfort of your daily life. Yes, it is YOUR perfect DAILY DOSE OF BYRON CULTURE. 

To expand this campaign, there is an Instagram and Snapchat story Filter to reach more of  our target market. This makes you feel like instead of being stuck with your daily boredom, you’re like being in Byron Bay sunbathing, drinking a bottle of Bucha, enjoying the waves, golden sand and blue sky. Want a chance drink our Bucha for free for a month? Follow @thebuchaofbyron on Instagram and use the tag #dailydoseofbyronculture on your story.