Absurdly Good: Introducing the world’s first better-for-you drink with 75% less sugar, but all of the great taste, pLEZI. We launched the pLEZI brand by reimagining the world for what it could be, a world that’s Absurdly Good.

In partnership with sports superstar Steph Curry, we launched our campaign by highlighting our key differentiator: our lack of sugar. Our launch spot aimed to inspire a healthier future with products that taste better and promote joyful living by introducing the world to what sugar-filled beverages really look like in kids’ diets - aka Sugar Babies - or in our case a literal 53-pound bag of sugar.