Health Update: Raw C challenges complexities of wellness with ‘Unhard Health’ campaign – What Experts Say

The campaign identifies what it describes as a ‘white space’ in the competitive health category, focusing on the emotional truth that wellness culture can be overwhelming. Raw C, founded over a decade ago by Scott Mendelsohn, has grown into a nationally distributed brand offering coconut water and other coconut products.

Bastion, appointed as Raw C’s integrated agency partner in late 2025, has orchestrated a comprehensive campaign that includes hero films, out-of-home, digital audio, and a full suite of social and display advertisements. These elements are being deployed nationally across various platforms, including BVOD, DOOH, digital audio, social, and display.

Bastion Digital led the brand strategy and client leadership, while Bastion Advertising developed the creative platform and managed production. Bastion Media was responsible for media strategy, planning, and buying.

Samantha Hansen, Marketing Director at Raw C, highlighted the growth of the coconut water category, stating, “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 percent. ‘Unhard Health’ is built on a truth most of us feel, being healthy has become far too complicated. Raw C stands for something simpler. Natural, straightforward and nothing crazy added.”

Matt Robinson, Managing Director of Bastion DBX, stated, “In a category crowded with functional messaging, we saw an opportunity to connect on a human level. ‘Unhard Health’ gives Raw C a culturally relevant platform built for long-term growth and puts the brand in a position of strength as the category continues to expand.”

Anna Cherry, Managing Director, Media at Bastion, added, “When strategy, creative and media are developed together from day one, you create ideas that are built to perform. Our integrated approach allowed us to deliver a cohesive campaign across every touchpoint, designed for the modern marketer and built to drive impact.”

Raw C’s products are marketed as dairy-free, gluten-free, vegan-friendly, and packaged in BPA-free, recyclable materials.

The ‘Unhard Health’ campaign is currently live across various media platforms, aiming to position Raw C as a leader in the natural health product sector.