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Icon of Australian hydration, Frank Green had 2 complaints about their lids; they were unhygienic to open, and broke too easily. For a brand that is founded on sustainability, the latter was unacceptable. 


So after 3 years, 18 iterations and countless drop tests later, Lid 2.0 was born and we were tasked to launch it.

We developed the Hits Different campaign after watching a TikTok reviewer say her Frank Green just 'hit different'. 

Frank Green's new lids do hit different - literally. They're basically unbreakable.

Tapping into the already HUGE Frank Green community, we wanted to remind everyone from the germaphobe to the clumsy kid, that Frank Green really does hit different. 


Launch Post

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