CAMPAIGN CREATION / COPYWRITING / DESIGN / STRATEGY

 

Britvic were seeking to create a year long, portfolio-wide campaign to hero their 'IC', or instantly consumable range, punchy enough to cut through in a busy category.

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Bringing together a wide range, all with very unique USPs and consumer bases under a cohesive umbrella, the campaign sought to target the Gen-Z audience particularly.

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In writing a line for such a wide variety of drinks, I didn't have a lot of common ground to hang my hat on. With some drinks carbonated, some still, some health based, some packed with energy, I decided, instead to focus on the unique aspects of the brief. The 'grab and go' nature of the product size. The refreshing nature of the brands, and finally the pleasure in the moment of taking a long awaited glug!

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With a number of initial routes to choose from, the final chosen creative looked to evoke that pleasure in a memorable and playful word, with a fun and dynamic text treatment. The strapline was accompanied with a fan-fair of products literally erupting with excitement!

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The campaign ran across multiple touch points, covering digital and print, across the UK, taken onboard also by Britvic Ireland. Punctuated throughout it's duration with promo overlays distinctly created to appeal to Gen-Z during a time of cost of life challenges.

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An added bonus has been the enjoyment of witnessing people's attempts to say the campaign name with a straight face in meetings ever since!

 

 

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