A brand new through-the-line, high energy campaign from Berocca, the UK’s number 1 energy vitamin,1 aims to get the UK energised this spring. Devised by J. Walter Thompson London (JWT), the new creative features ‘Roccy’, a chameleon who is seen dancing with high energy to the sounds of Panjabi MC, bringing to life the thrill of feeling energised* that vitamin B1 and B2 in Berocca delivers to help you make the most out of every day.
Berocca is spending £3m to communicate how Berocca can help energise your day to help combat tiredness and fatigue** of which 66% of UK consumers currently identify as their #1 health concern. Roccy personifies energy and brings with him an entertaining, vibrant and charismatic personality back to the brand.
Directed by CGI specialist, Diarmid Harrison Murray at MPC, the TVC shows Roccy strutting his stuff to the iconic Mundian To Back Ke soundtrack by Panjabi MC in a tropical rainforest, while other chameleons look on with a mixture of envy and surprise.
Paul Rizzello, Creative Director at J. Walter Thompson London said: “We wanted to articulate that feeling you get when you’re at the top of your game. And sometimes the best way to express a simple human truth is by doing it without people.”
The new creative, which launched on Friday 17 March, will run simultaneously across TV, OOH, DOOH shopper, PR, digital, and social media, targeting those on their daily commute.
The TV advert will build in frequency over the next eight weeks and be supported by a comprehensive VOD strategy to maximise the potential reach.
OOH will take the form of digital 6 sheets and tube cards – a first for Berocca – with continued support for Berocca’s social channels on Twitter and Facebook (@BeroccaUK and /Berocca).
A new look website will provide nutritional and lifestyle content to help consumers #BeMoreBerocca. Roccy’s bouncing personality and the feel energised* positioning will be further amplified with a highly disruptive PR plan that demonstrates the brand’s relevance in today’s market place with unforgettable executions in the next few months. Joanne Charles, Berocca’s Group Brand Manager remarks: “This campaign gives us a great opportunity to connect with our audience on a much more emotive level. We understand that our audience’s number one health concern is feeling tired and yet we have more demands on our time than ever before trying to balance work, social, personal and family life. Berocca can help people feel energised* to make the most out of every day.”
The distinctive campaign aims to attract new shoppers into the vitamins category by creating standout against competitor offerings.
Working alongside JWT on the Be More Berocca campaign are MediaCom, MBA and Golin.
*Contains vitamins B1 & B2 that help you release your energy
**Contains vitamins B6, B12 and C, each of which help reduce tiredness and fatigue