In Melbourne's beachside St Kilda neighborhood, Ocean Spray erected a billboard stocked with surfboards, bikes and yoga mats, all free for the taking. The catch? Show up at 6 am. The activation, dubbed " Reclaim Happy Hour ," flips the concept of after-work drinks on its head, repositioning early morning as a prime moment. Passers-by were invited to grab fitness gear and bottles from Ocean Spray's Low Sugar range, then film themselves enjoying their sunrise session. The campaign has since rolled out across Australia with outdoor billboards and social content. The timing is deliberate. Australia's morning economy now rivals its evening counterpart across major CBDs, driven by a generation that's trading pints for paddleboards. Australians spend more per person on wellness than almost any other nation, and younger demographics are drinking notably less alcohol. Ocean Spray leaned into that shift by embedding itself in a ritual that was already happening.…