Get Ugly

Creating a new language for the fitness community.

When it launched in 2002, Propel created an entirely new category of enhanced water, but the competition intensified and Propel lost its way. We saw an opportunity for the brand to connect with passionate exercisers who believe their workout is the best part of the day. We created a bright, energetic fitness world where “really getting after it” looks as beautiful as it feels. And sales, in turn, became beautiful again as well.

Design, Integrated, Video, Case Study

Driving three consecutive years of double-digit sales growth.


From declining sales to PepsiCo’s fastest-growing beverage brand.