Good Morning, Moon
AG1 - Brand Platform
Everyone admires morning discipline. Almost nobody keeps it.
AG1 grew fast during a wellness boom, with real brand love behind it. But a premium price needs more than love. It needs a reason to stay. AG1 couldn’t just be a habit. It had to be a ritual.
Built on the idea that our customers are Morning People, we created AG1’s first global brand platform
The Insight
How you start the day shapes everything after it. Our audience of performance optimizers were looking for every edge. Which meant implementing the best products for their health, as well as finding every extra hour to be better today than they were yesterday. That means intense schedules, early mornings, all to be their best.
The Work
We turned iconic children’s book, "Goodnight, Moon" into "Good Morning, Moon," an anthem for the people who are up early enough to greet the moon instead of say goodnight to it. Decade long customer and iconic record producer, Rick Rubin narrated the spots. We partnered with 27 athletes, community members, and real AG1 members, to show their actual mornings. All with a partnership with Harper Collins and the estates of the original author.
The Impact
153M impressions. Familiarity, favorability, trust and consideration all up year over year, with a QoQ lift in member trust.
Named one of Ad Age's 25 best ads of 2025.
Hero :60 Film
Vignettes
Along with the hero film, we made seven additional vignettes targeted at different niche, subset audiences to maximize targeting, specificity, and breakthrough storytelling.
Parents & Family Focused Vignette :30
Surf Vignette :15
Adventure Vignette :30
The film launched during Game 7 of the World Series with a huge audience tuning in. It had prominent placements across the College Football season. And we capitalized on daylight savings and the NYC marathon all hitting at the same time with a Good morning, runners everywhere truck.
Good Morning Café
The platform continues to extend with a 2026 Good Morning Cafe which has toured around Los Angeles, Chicago, Washington DC, New York, Boston, Nashville. As a hub for local run clubs, activities, and bringing together local communities around mornings.
