Raw C has launched its first masterbrand campaign, ‘Unhard Health’, via Bastion.
The platform responds to the brand’s view of Australia’s strained relationship with health. In a world of macro tracking, primal breathwork and routines that feel like full-time jobs, Raw C is staking out a simple promise: health that doesn’t need to be hard.
Developed after Bastion’s appointment as Raw C’s integrated agency partner in late 2025, the campaign is built on the insight that modern wellness has become unreasonably complex and consumers are ready for something simpler.
A white space in wellness
The strategic work identified a clear gap in a fast-growing, highly competitive category. While many brands lean heavily into functional health claims, few address the emotional reality that wellness culture can feel overwhelming.
‘Unhard Health’ gives Raw C a distinctive, ownable voice and positions the brand to lead a broader cultural conversation around simplicity.
Founded more than a decade ago by Australian coconut pioneer Scott Mendelsohn, Raw C has grown into a nationally distributed brand across coconut water and other coconut products.
Matt Robinson, Managing Director, Bastion DBX, said the campaign demonstrates the value of sharp positioning.
“In a category crowded with functional messaging, we saw an opportunity to connect on a human level,” Robinson said. “‘Unhard Health’ gives Raw C a culturally relevant platform built for long-term growth.”
Samantha Hansen, Marketing Director at Raw C, added that the campaign reflects the brand’s natural role in Australians’ lives.
“Coconut water is one of the fastest-growing categories in Australian grocery, up 42 per cent year on year with household penetration now at 26 per cent,” Hansen said. “‘Unhard Health’ is built on a truth most of us feel – being healthy has become far too complicated. Raw C stands for something simpler.”
Fully integrated rollout
The campaign was delivered through Bastion’s integrated model, with Bastion Digital leading brand strategy and client leadership, Bastion Advertising developing the creative platform and managing production, and Bastion Media handling media strategy, planning and buying.
The national rollout spans hero films, out-of-home, digital audio and a comprehensive social and display suite, deployed across BVOD, DOOH, digital audio, social and display.
Anna Cherry
Anna Cherry, Managing Director, Media, Bastion, said the integrated approach ensured the idea was designed to perform across the full consumer journey.
“When strategy, creative and media are developed together from day one, you create ideas that are built to perform,” Cherry said.
The ‘Unhard Health’ campaign is now live nationally.
Top Image: Bastion