Wellness Brand Plenish Asks Consumers to 'Give it a Shot'

Not all shots have to harm your dignity or lead to regretful late-night ex-texts. Some, such as Plenish’s health shots, are good for you and definitely something your nan would approve of.

In its first campaign for Plenish, Lucky Generals is extolling the virtues of health shots by wryly comparing their positive effects and health benefits to the sometimes more problematic issues created by the not-so-healthy versions.

The 'Give it a Shot' campaign has been created to drive awareness of Plenish, the number one brand for single shots in the UK and 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 will drop in the last week of January when Dry-Janners need some extra motivation to keep the good habits going.

The campaign includes a Run and Rave activation that will take place on Friday, 31st January in partnership with London-based running hub, Runlimited, where participants will enjoy a 5km run followed by a rave fuelled by Plenish health shots.

The campaign will 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 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.”

Gareth Morgan, creative director at Lucky Generals, said, “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."