Lucky Generals: Plenish encourages the UK to do more shots

There are shots that destroy your dignity and lead to regretful late-night ex-texts. Plenish’s health shots are nothing like those. But using them wryly to make a comparison grabs attention and adds a soupçon of humour into an advertising campaign, so that’s what Lucky Generals has done in its first work for Plenish.

The campaign, Give it a Shot, aims to increase awareness of Plenish, the number one brand for single shots in the UK, and to accelerate overall category growth. The campaign features Plenish’s range of health shots, including Ginger Immunity, Mango Vitamin D, Turmeric Recovery and Berry Gut Health and is launchung in the last week of January when Dry-Janners need some extra motivation to keep the good habits going.

The full UK campaign includes a Run and Rave activation that will take place on Friday, January 31 in partnership with London-based running hub, Runlimited, where participants will enjoy a 5km

run followed by a rave fuelled by Plenish health shots. It will also complement Plenish’s sponsorship of Channel 4’s breakfast zone and will include targeted advertising, branded vending machines in Virgin Active Gyms and on-street sampling in key UK cities such as London, Brighton, Bristol and Manchester.

The OOH will appear in sites across the country, including three special sites in London Tube stations – Notting Hill, Euston, Old Street Gallery – as well as a full station take-over at South Kensington.

Alex Petrogiannis, marketing and e-commerce director at Plenish parent, Carlsberg Britvic, stated, “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.”

Gareth Morgan, creative director at Lucky Generals, added “Thanks to Plenish it’s now not only okay to down shots on your own at 7am, it’s actually good for you. I’ll drink to that.”