Tree Hut is stepping beyond social feeds and into mass media with its first-ever traditional, omnichannel brand campaign, developed in partnership with AOR, Bakery.
Known for its visually hypnotic textures, bold scents, and playful sensorial appeal, Tree Hut has built a cult following of more than 2.5 million fans across TikTok and Instagram. The new campaign marks a major evolution for the brand, pairing that social-first energy with a bold new visual identity designed to scale across channels.
Titled “Uncontain Yourself,” the platform amplifies what made Tree Hut a phenomenon in the first place: saturated color, expressive texture, and unapologetic sensory pleasure. Inspired by the viral “goop pulls” that helped fuel the brand’s rise, the rebrand translates Tree Hut’s tactile appeal into a cohesive system that finally aligns its look with the products’ experience.
The campaign officially launched on December 25 with a 30-second hero spot titled “Sugar, Sugar.” Additional work, teasers, and activations will appear across social, digital, and experiential channels in the weeks leading up to the game.
In “Sugar, Sugar,” a woman showers to a reworked version of the classic song, updated with playful, brand-specific lyrics. As she lathers up, Tree Hut products lining the shelves begin singing along, remixing the chorus into a cheeky refrain. The moment escalates as the camera pulls back to reveal the entire bathroom joining in, from everyday fixtures to unexpected details, reinforcing the campaign’s core message of unrestrained self-expression. Watch below:
The rollout is anchored by a large-scale, creator-led social push, featuring longtime Tree Hut collaborators introducing the refreshed identity, logos, and packaging. By spotlighting creators who helped build the brand’s early momentum, the campaign bridges Tree Hut’s social roots with its broader cultural ambitions.
With Uncontain Yourself, Tree Hut is formally claiming its place in pop culture, inviting both devoted fans and new audiences to embrace the brand’s signature joy, texture, and indulgence without limits.”
CREDITS:
BRAND: Tree Hut
AGENCY: Bakery
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