Curious Crab Productions

London

No.1 Living - Kombucha or a Soft Drink... Can you be both?

Brand marketing & Celebrity Founders

When the legend Jonny Wilkinson launches his own Kombucha, it’s got to hit gold right? Well, not entirely – Jonny told us that when he first started No.1 Living, he was making the Kombucha himself and it tasted terrible, so he paused the business and left it dormant for a few years before then getting an expert drinks team in to help him realise his ambition. Once he relaunched with the right, albeit small team and ramped up his ambition, No.1 Living not only tasted amazing, but found their way into an exclusive deal with Sainsbury’s in no time.

Opportunities to work with sporting legends like Jonny Wilkinson come few and far between and as Jonny quite rightly said “we nailed it”. We had very little airtime with Jonny to produce a video with longevity for the No.1 Living brand, and so got him kicking a few balls and throwing and catching some of their vibrant cans of Kombucha and tied the whole production project together within a couple of weeks.

The Challenge

To combine the most well-known rugby player in the world with his own kombucha in a simple and aspirational way, whilst keeping the brand accessible to the mass market. Bringing it all together in one short video was a real challenge.

Insights / Target Audience

The everyday Sainsbury’s and major supermarket shopper on the search for a healthier lifestyle, without missing out on treats and snacks that they deserve after a long day.

Strategy & Approach

The client needed to use the production of the video as a one-stop-shop for all things no.1 living as their budgets were tight. The use of the video was to support their investment and funding rounds, help to secure buyer meetings and for use on social media too and so the strategy and brief was clear to us. We had to show off the brand, the products and Jonny in their best light, and the video needed a simple hierarchy to deliver it

Results & Learnings

The video and cutdowns have been used in multiple ways by the client. This project was the start of our journey into combining seamless animation with raw footage to create ambitious and impactful transitions between packaging, product and lifestyle film. More importantly, we also learnt that with a bit of wizardry and animation, passion fruits can indeed be squeezed!

Jeremy and his team were brilliant in pitching fun & creative ideas for our brand. The Curious Crab team worked tirelessly to capture the essence of our brand, and we’re really pleased with the final result, thank you!
Alex Walker, Brand Manager, No.1 Living

Kombucha or a Soft Drink... Can you be both? No.1 Living

Opportunities to work with sporting legends like Jonny Wilkinson come few and far between and as Jonny quite rightly said “we nailed it”. We had to show off the brand, the products and Jonny in their best light, and the video needed a simple hierarchy to deliver it "all in one".