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.”
Guys eating liver and animal testicles for breakfast.
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: Life is A LOT. JUST Live a Little PURA.
The campaign pays homage to the recognised pressure and highlights the tension built by, escalated through, and emphasised by society. Who better to bring this narrative to life that Troy Sheperds and Keith Juluka – just a pair of super cool kids from Jozi, perfectly matched to PURA with his humour, metaphorical ‘rub’ and sarcastic bravery.
A Satirical Lens on the Everyday
The appeal of the campaign 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, dads and families 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.
Troy Shepherds & Keith Juluka: The Cultural Mirror We Didn’t Know We Needed
To bring the movement to life in a way South Africans truly relate to, PURA Beverages teamed up with local personality Troy Shepherds and lyrical maestro, Keith Juluka. Troy’s humour cuts straight to the cultural nuances South Africa recognises instantly, and in this campaign he dives into the everyday characters, contradictions and quirks that make our world unmistakably ours.
The gym boet who warms up louder than he trains.
The cyclist who treats Saturday mornings like the Tour de France.
The oke who’s juggling smoothies, macros, schedules and voice notes at the same time.
THAT guy trying to balance work, life, goals and impulses, all before 10am.
Troy doesn’t mock these moments; he reveals the truth in them – while sidekick 2.0 Keith Juluka brings a joyful lyrical expression to the foreground. The delivery is warm, human and familiar, the kind of humour that makes you think, “Ja, I know that guy… and sometimes I am that guy.”
By grounding the campaign in these recognisable moments of everyday tension, the duo give the brand message real weight without letting it feel heavy. It’s observant enough to resonate, yet light enough to stay refreshing. Life isn’t slowing down, and most men aren’t looking to reinvent their daily routines. They’re looking for things that make those routines feel a little less relentless. Choices that don’t add pressure. Moments that cut through the noise
It’s not about doing less. It’s about feeling lighter while doing what you’re already doing.
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.
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’s a lot. JUST live a little PURA.
