Plenish is to turn its marketing focus to its juice shots with a new 360 campaign from this month.
The Carlsberg Britvic-owned brand will next week launch ‘Give it a Shot’, an integrated campaign comprising nationwide OOH advertising, display and paid social media, sampling including, shopper marketing and events.
The ‘Give it a Shot’ campaign – which will run until the end of February – would “encourage consumers to invest in their wellbeing and upgrade their daily routine” with a juice shot, Plenish said.
Adverts will appear at key transit locations across Bournemouth, Brighton, Bristol, London, Manchester and Reading, as well as in Virgin Active clubs nationwide. The clubs would be fitted with vending machines serving Plenish shots, the brand said.
Meanwhile, paid social ads will run across Instagram and TikTok, alongside content produced by wellness and lifestyle influencers.
The campaign is the next phase of a multimillion-pound media push for Plenish announced last October.
Plenish first launched shots in 2019, coinciding with growing momentum behind the format. Citing NIQ data, Plenish said the juice shots category had grown by 617% in four years and was now worth £42.1m.
Plenish’s shots, meanwhile, had amassed more than in £10m retail sales value in the past two years, it added [NIQ 104 w/e 28 December 2024].
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,” said Alex Petrogiannis, marketing and e-commerce director at Carlsberg Britvic. “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.”
No comments yet