Life has become an onslaught.
Retouched abs on magazine covers.
Smoothies with ingredients you can’t pronounce.
Eating clay, charcoal or pine bark “to detox.”
Water-only fasts for 7–14 days “to reset your DNA.”
Military workouts. Twelve-week transformations.
Scrolling, posting, liking, replying … and then posting again.
Counting macros, then micros. Rucking. Juicing. Fasting.
Influencers telling you to live your best life.
It’s all a bit intense.
And exhausting.
Life is A LOT. Fuller than it’s been in years. The everyday onslaught now spills into stretched workdays, weekends that blur, and an endless stream of pings, plans and “you should try this” trends. There’s always one more thing – one more notification, one more expectation, one more extreme. It’s a rhythm most of us recognise, a pressure we all feel, often without even realising how much we’ve internalised it.
In a maverick expression of acknowledgement – PURA Beverages launches a defiant campaign that supports the basis of their refreshed brand ethos:
A Satirical Lens On The Everyday
The appeal of the movement is its realism. It doesn’t reach for dramatic transformation. It simply mirrors the way life is actually lived: school drop-offs, deadlines, traffic, weekend admin, shared calendars and plans that overlap more often than they align.
PURA Beverage Co. resonates with society, the overbearing moms, daycares and “run’fluencers” because it doesn’t ask them to hit pause on life – it simply invites them to find lighter, brighter moments within the pace they’re already living. It champions refreshment that fits real life, not a slowed-down, sped-up or curated version of it.
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Katinka Die Kat Oosthuizen, The Unfiltered Voice Women Didn’t Know They Needed
To bring this campaign to life, PURA partnered with Katinka Die Kat, who has become the unofficial narrator of South African womanhood by saying out loud what everyone else tiptoes around. Her humour slices through the pressure and the fads and reminds women that simply getting through the week is an achievement in itself.
Katinka pokes fun at the idea that you should always be calm, organised and wellness aligned. At the endless trends promising inner peace. At the expectation to stay centred while the backseat sounds like a war zone, the groceries cost a fortune, and the washing pile is staging a coup. She names the chaos without judging it, and in doing so makes women feel seen rather than scrutinised.
Her message is simple. You do not need to perfect anything. You do not need another trend or routine. You just need a moment to breathe.
That is exactly where PURA fits. A small, refreshing pause in a life that rarely stops. Light, uncomplicated and entirely yours. Life is not slowing down. The mental load is not shrinking. The expectations placed on women continue to expand. In this environment, PURA SODA offers something unexpectedly meaningful in its simplicity. A clean, uncomplicated moment that cuts through the noise without demanding anything of you.
You do not need a scheduled ritual.
You do not need a new routine.
You do not need to reinvent yourself.
You simply take a moment. And let it be yours.
Let’s Talk PURA SODA
This renewed ethos comes through in the brand’s refreshed identity. PURA Beverage Co. – an independent, globally minded brand headquartered in the UK with distribution hubs in Cape Town and the USA – has unveiled an audacious, more contemporary look across its range. Bold, modern and unapologetically vibrant, the redesign mirrors the brand’s maverick approach: clear, confident refreshment with nothing to hide.
The visual tone is clear and confident, reflecting a brand built around fewer, better ingredients and refreshment that fits easily into real routines. PURA SODA remains true to what it’s always offered: real flavour extracts, no artificial colourants or preservatives, and JUST a little less sugar.
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PURA Soda Range
A modern line-up built around real flavour extracts and better ingredients, each one designed to feel light, refreshing and easy to reach for.
- Cucumber & Lime: Crisp, cooling and clean. A bright, understated flavour that works whether you’re on the move or unwinding after a full day.
- Seville Orange: A slightly bitter, grown-up citrus that lands with a sharper, more refreshing edge. Modern and not too sweet.
- Lemon & Elderflower: Light, floral and balanced, a refreshing twist that feels a little more elevated than a classic lemon soda.
- Pomegranate: Rounded and subtly tart, offering a richer fruit profile without the syrupy sweetness usually associated with pomegranate drinks.
- Cranberry: Vibrant, refreshing and quietly bold. A balanced berry note that’s crisp rather than sugary.
- Ginger & Lemon: Warm spice meets bright citrus. A familiar favourite with a cleaner, lighter finish than most ginger drinks.
Where To Find It
PURA Soda is available nationally at Checkers, Spar, Pick n Pay and Clicks, with individual cans and six-packs depending on the store.
When life starts stacking up, from meetings to messages to the moments in between, choosing something simple can shift an entire day. A small pause. A light choice. A reminder that ease still counts.
Next time everything feels like… a lot, choose something that gives you space instead of taking more from you.
Life doesn’t have to be a lot. JUST live a little PURA.
