KIC launches KICHydration with ‘the hard part vs the easy part’ campaign via Willow & Blake

Australian wellness brand KIC has teamed up with Melbourne-based creative agency Willow & Blake on a new campaign celebrating the launch of KICHydration, a significant milestone in the brand’s decade-long journey.

Co-founded by Steph Claire Smith and Laura Henshaw, KIC has grown from a fitness-focused digital offering into one of Australia’s most recognised wellness brands, building a loyal community around its accessible, feel-good approach to health and movement.

As the brand enters the hydration category for the first time, KIC has enlisted Willow & Blake to bring its next chapter to life through a campaign that challenges traditional perceptions of hydration and highlights how easy it can be to incorporate into everyday life.

Built around the creative concept of ‘the hard part vs the easy part’, the campaign draws on a simple insight: while developing a hydration formula specifically for women’s needs is complex, enjoying the benefits of hydration doesn’t have to be.

Traditionally, electrolyte drinks have been associated with endurance athletes, intense workouts and replacing what the body loses through sweat. KICHydration challenges this perception with a formula developed for everyday women, positioning hydration as one of the simplest ways to support an everyday wellness routine.

To bring the concept to life, Willow & Blake has developed a distinctive split-screen creative approach that contrasts the complexity behind hydration with the simplicity of enjoying KIC’s new range.

The ‘hard part’ showcases relatable everyday moments and research-backed product benefits, while the ‘easy part’ highlights the product itself and the refreshing experience of drinking it.

Through the use of ice, vibrant colour gradients and contrasting imagery, the campaign brings the product’s refreshing, flavourful nature to life, while playful, considered copy balances scientific messaging with the realities of women’s everyday lives.

The collaboration comes as KIC introduces two new products: KICHydration, an everyday electrolyte formula developed with women’s hydration needs in mind, and KICBump Hydration, created for mums and mums-to-be.

Says Henshaw: “Over the past ten years, KIC has evolved so much, but our mission has always remained the same: making women feel good and helping them take care of themselves in a way that works for their lives.”

For Willow & Blake, the partnership presented an opportunity to rethink how hydration is communicated, moving away from traditional performance-led messaging to create something that speaks directly to women’s everyday experiences.

Says Bri Nixon, Creative Director, Willow & Blake: “The creative platform pairs the hard-to-achieve science with easy-to-enjoy relatable moments, so that women can see themselves in the campaign and know this product is for them. We made it clear this isn’t a salt-bomb drink for dudes.”

The campaign also marks an important moment for KIC as it continues to expand beyond its digital roots and into physical wellness products.

Says Smith: “This really is such a pinch-me moment for us. To think about where KIC started and now see our very own hydration range coming to life is incredibly special. We’ve always wanted KIC to be a brand that grows alongside our community, and this launch is another way we can support women in their everyday lives.”

KICHydration and KICBump Hydration launched on 12 October 2026 via kicwellness.com, with the range available through Priceline and The Memo from mid-October.

The campaign will roll out near KICStudio across Swan St, Cremorne, Windsor and Prahran Station.

Client: KIC
Head of Marketing (Always On/Commercial): Natalie O’Heare

Creative Agency: Willow & Blake
Creative Director: Bri Nixon
Senior Designer & Art Director: Liv Godfrey
Copywriter & Strategist: Clare Taylor
Photography: Hugh Davies
Producer: Chris King

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