WORK

Hundy’s biggest communication challenge is that it’s very existence skirts pretty close to the edge of two of the most contentious advertising standard codes – alcohol and therapeutic products. That’s because Hundy is a hangover prevention product. But you can’t say that because talking about getting a hangover and needing Hundy in the first place could be construed as condoning excess drinking.

And even if we could, we can’t say Hundy works to prevent or cure hangovers because that’s technically a health related claim. Luckily, Hundy had already worked out that, actually, nobody wants to think about hangovers when they’re heading out for a good time, so the brand foundations lean into that. Hundy’s brand purpose is ‘helping people live life to the full — without judgement’. With a defining belief that you can have your cake and eat it too, Hundy stands for good times at all times, both at night and the next day. So their brand proposition is ‘Carpe noctem - seize the night!’, a tongue-in-cheek play on the universally known and understood, ‘Carpe diem – seize the day’.