Ochre Spirits stirs the pot with #PourOutTheToxic, and it’s about time

In a move to combat the escalating issue of toxic masculinity, Ochre Spirits launched its new campaign #PourOutTheToxic. It follows Aarav, a young person, through moments of silence when confronted with toxic behaviour from those around him. Whether it's hearing an inappropriate comment or witnessing aggression, he represents the many who feel discomfort but remain passive, unsure of what to do.

The campaign raises urgent questions: When will you pour out the toxic and take a stand? And when will people draw the line?

The #PourOutTheToxic campaign has been conceptualised by CurleyStreet Media and will be rolled out across social media. It aims to spark a broader conversation about how we can all do more to challenge toxic behaviour and be the change in our everyday spaces—because silence isn’t just neutral, it’s harmful.

The campaign aims to speak directly to those who feel the weight of silence when confronted with toxic behaviour, but are unsure how to respond. It’s a rallying cry for everyone—regardless of gender—to reflect on their responsibility in creating a culture of accountability and respect.

Talking about the campaign, John Royerr, founder of Ochre Spirits said, “#PourOutTheToxic challenges everyone to step out of the shadows of silence and confront toxic behaviour head-on, especially in those intimate, everyday moments where it’s easiest to look the other way. It focuses on those uncomfortable situations we all experience but doesn’t always speak out against: a crude joke from a friend, casual disrespect at work, or aggression at home.”

Too often, toxic behaviour is brushed aside, especially from those closest to us—people we love and respect. This campaign isn’t about blaming, but about urging all of us to recognise those moments when silence becomes complicity. It’s about choosing to step up, especially when it’s hardest, he added.

Akshay Shankar, CEO at CurleyStreet Media noted that no one likes a bully, yet almost every room has one. The real challenge isn’t just recognising them—it’s finding the courage to act.

“With #PourOutTheToxicity,’ Ochre wants to spotlight the weight of inaction. In conceptualizing the campaign video, we focused on the unsettling silence in those critical moments. That silence is deliberate—it’s loud, raw, and deeply uncomfortable. It mirrors the inner turmoil we’ve all felt when faced with harassment or injustice. Our hope? To spark reflection, conversation, and most importantly, action,” he added.

Ochre Spirits is also inviting everyone to share their own stories, reflections, and moments of courage using the hashtag #PourOutTheToxic across social media platforms.

Campaign’s take: Ochre Spirits isn’t just pouring drinks—it’s pouring out toxic masculinity, one uncomfortable silence at a time. Its latest campaign, #PourOutTheToxic, swaps the usual glossy, feel-good alcohol ad for a gut-punch of reality, following a young man as he quietly witnesses everyday misogyny. Whether it’s an off-colour joke at work, a crude remark at a party, or something more sinister at home, he—like many of us—freezes, unsure how to react.

The brilliance of this campaign, created by CurleyStreet Media, lies in its raw honesty. There’s no dramatic showdown, no grand hero moment—just the tension of unspoken discomfort we’ve all felt. And that’s the point. Ochre Spirits is challenging its audience, particularly men, to confront these moments and break the silence. Because inaction isn’t neutral—it’s an endorsement.

For a brand built on craftsmanship and authenticity, #PourOutTheToxic extends its ethos beyond the bottle, advocating for more respectful, inclusive social spaces. In an era where modern drinkers want more than just a spirit—they want a brand with spirit—Ochre is making a bold statement. The question now is: Will its audience raise a glass to change, or keep swallowing the silence?