Launching a new kombucha drink with a brand campaign designed to celebrate the slow-brew process

The ‘Slow Makes It So’ campaign is a celebration of Purity Brewing’s dedication to the slow-brew process behind its iconic kombucha product, Pure Booch.

As Patrick ‘Paddy’ O’Connor, founder of Pure Booch, articulates: “We live in a fast world – but there’s still a place for slow.

“This philosophy is important for an authentic kombucha and something we wanted to focus on when telling our story.”

The origin story of Pure Booch is rooted in an unexpected journey.

During his tenure as an ecology research technician in South Africa, Paddy faced health challenges that led him to discover kombucha.

After being unwell and on antibiotics for months, his system became depleted of all good bacteria.

Utilising his scientific expertise, he embarked on brewing his own kombucha, refining the process through trial and error and employing state-of-the-art equipment to achieve the purest brew.

Paddy has since mastered the art of crafting authentic kombucha at its purest – with the secret in its slow-brew process.

His unwavering dedication transformed a personal passion into the widely cherished, Pure Booch – a representation of Purity Brewing’s pioneering foray outside of beer.

Indicating the need for a product like Pure Booch, before its launch, the brand saw success with their low ABV offering, Point Five, which underscored the rising significance of the N0L0 market in the UK.

The Pure Booch range – carefully crafted at a dedicated brewery in Birmingham – is brewed over 30 days using a distinctive blend of green and black tea, and then fermented with sugar and a culture of bacteria and yeast.

To celebrate the story, the process, and the product itself, our team created the ‘Slow Makes It So’ campaign.

Our Managing Director, Stephen Ardern, said: “While the slow-brew process ensures Pure Booch is authentic, high-quality, healthy, tasty, and naturally fizzy – the experience of enjoying the drink also sets it apart making it truly special.”

We brought the campaign to life with a series of exciting ideas – from process illustrations and graphics depicting Paddy and his story as founder, to new styles of photography, film, activation assets, merch, on-trade POS, and more.

Speaking on the significance of collaborating with an agency that could authentically convey the brand’s narrative, Paul Brazier, Head of Marketing at Purity, said: “We needed an agency that could bring our story to life.

“Continuous helped us tell the story of authenticity.

“They made us appreciate that Paddy was an asset that other brands do not have.

“They had a real passion and brought their experience.”

‍If you'd like to learn more about the work we do in this sector, click here to view a menu of our drinks projects from over the years. Alternatively, if you'd like to get in touch, email enquiries@wearecontinuous.net.