Crates wash ashore on Australian beaches in cheeky campaign for Sodaly via TABOO
Beachgoers in Manly and St Kilda were met with an unusual sight this week: mysterious crates washed up in the sand, stacked and stamped like intercepted cargo.
But it certainly wasn’t coke.
The spectacle marks the launch of Get Sodaly Addicted, Remedy Drinks’ bold new integrated campaign for Sodaly, created in collaboration with TABOO, and signals the brand’s most ambitious summer play yet.
When something tastes indulgent but doesn’t come with the usual sugar hit, it doesn’t feel virtuous. It feels suspiciously good. And that’s exactly the space Sodaly is leaning into.
Soft drinks have long trained consumers to expect compromise. Full flavour comes with sugar. Better-for-you comes with compromise. Sodaly rejects that trade-off. Big flavour. No sugar. No crash.
Rather than politely explaining that difference, Get Sodaly Addicted borrows the visual language of contraband culture – crates, warning labels, duffle bags and coded messaging – to dramatise a simple idea: if something tastes this good without the downside, it feels suspicious.
Throughout summer, Remedy is taking a tongue-in-cheek “dealer” approach to distribution, engineered not just for attention but for trial at scale. An extensive seeding program saw duffle bags marked “Warning: Addictive Substance” dropped to influencers nationwide.
Campaign ambassadors including Dom Littrich, Miss Double Bay, Luisa Dal Din and Dylan Buckley have been recruited as cultural “dealers”, amplifying the narrative across social and live appearances. Jacqui Felgate and Anthony Voulgaris (@undiagnosedanthony) also made appearances to cover the story.
Sodaly cans hanging over a wire indicate cafes who are ‘dealing’. Murals, OOH, online and social placements carry bold lines such as “Get Hooked on the Good Stuff”, “Better than Coke*”, “All the Fizz. None of the Shizz.” and “Sodaly Dealers Operate in This Area.” Tram wraps call travellers to “Take a trip” with “Flavour that’s off the rails”.
Street teams are sampling under the mantra “Get Your First Hit Free”, flooding the streets with over 60,000 ice cold cans into the hands across key urban hotspots.
On socials, the ‘hooked’ are called to post their daily Sodaly streak in order to be added to the private group ‘Sodaly Addicts Anonymous’ to score free merch and go in-the-running to win a lifetime supply.
The campaign gives Australians permission to enjoy flavour without apology.
Despite strong loyalty among existing drinkers, spontaneous awareness for Sodaly remains low. This summer is designed to change that – building cultural fame while driving real-world habit.
Says Kerrie Wade, Global CMO at Remedy Drinks: “We know the product delivers on flavour and taste. This campaign leans into that confidence and builds something culturally bold, not defensive. It’s about scale – and turning trial into repeat behaviour.”
Says Charlotte Adorjan, ECD at TABOO: “The category is built on trade-offs. We liked the idea that when indulgence doesn’t come with the crash, it feels almost contraband – so we pushed that tension as far as we could. It’s been wonderful to have a client that backed our ambition and kept pushing with us to make the work braver and better.”
Get Sodaly Addicted rolls out nationally across Australia and New Zealand through to the end of March.
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