Plant-based drinks brand Plenish has launched its biggest marketing campaign to date ‘Give it a Shot’.
The campaign aims to spotlight the health and lifestyle benefits of the brand’s range of health shots and hopes to encourage consumers to invest in their wellbeing and upgrade their daily routine with a Plenish shot.
Plenish shots have grown tenfold to over £10m RSV in just two years. The range includes Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Vitamin D, Beet Balance, and Spirulina Detox.
The launch of the campaign has been timed to offer consumers a reminder to maintain healthy habits all year round, particularly post the January reset.
A play on words and humour is used to challenge consumers’ perception of shots, and clear product imagery is used as a focus to drive brand connectivity.
The 360 campaign will run throughout January and February, including nationwide OOH advertising, display and paid social media across Instagram and TikTok, sampling activity including vending machines, shopper marketing and exclusive events.
The advertising will dominate Old Street, Euston, Notting Hill Gate and South Kensington tube stations from 27 January and will also appear across the nation, both roadside and railway stations.
Alex Petrogiannis marketing and e-commerce director at Carlsberg Britvic said: “Our ambition is to challenge the status quo and make sure that when Brits hear or see the word ‘shot’ they think of health first. By disrupting consumers’ perceptions, we want to bring in new shoppers to the category and accelerate its already phenomenal growth. Plenish is a brand people trust and, as such, we are uniquely positioned to make it happen.”
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