In a category where competitors falsely claimed product transparency, Ritual had an opportunity to increase brand awareness and product familiarity by communicating its proprietary brand promise: Made Traceable™. While it enabled Ritual to empower consumers to know where high-quality supplement ingredients come from and why they’re there, Made Traceable™ was a complicated concept to communicate. We created a disruptive campaign, “Trace Like a Motherf*cker,” which infused humor and expletive-laced authenticity to highlight the shared audience-brand obsession of traceability, driving brand awareness, ad recall and sales.