Plenish, the juice shots brand owned by Britvic, has launched its biggest marketing campaign to date.
The ‘Give it a Shot’ campaign will spotlight the health and lifestyle benefits of Plenish’s range of powerful health shots, and aims 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, propelling overall growth for the category. Shots have grown 617% in sales value in four years, and the category is now worth £42.1m. Targeting key health and wellness needs, the Plenish range includes Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Vitamin D, Beet Balance, and Spirulina Detox.
The ‘Give It a Shot’ campaign uses positive and disruptive language to raise awareness for Plenish shots during a key time for the wellness category. 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 campaign includes nationwide out of home advertising, display and paid social media across Instagram and TikTok, sampling activity including vending machines, shopper marketing and exclusive events.
The campaign will run alongside the brand’s debut in TV advertising with the continued sponsorship of Channel 4’s breakfast programming, which has been on-air since summer 2024.
The creative campaign will also be visible in Virgin Active clubs across the country with media displayed on vending machines, which are fully stocked with the Plenish shot range.
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.”
