The refreshed approach brings a more human element to brand communications, driving relevance with new target audiences.
Whilst the Pro Plus brand has been around since 1956 and has good levels of awareness, many people still associated it with University years and study. In a now crowded energy market, the goal of this campaign is to demonstrate how Pro Plus gives consumers the boost they need to support their daily lives.
The campaign features six relatable, everyday scenarios showing how Pro Plus can help consumers get the most from their day whilst managing life's little challenges. The endline “Whatever the reason it’s a plus” reinforces that there are multiple situations in which Pro Plus can help.
Client Business Director Claire Gurr explains, “Broadening the target audience for Pro Plus meant really bringing to life the many ways that it can help us out – whether it’s tackling a tricky school costume or getting through an important day at work, Pro Plus can give you the focus and endurance you need”.
This is the first Pro Plus campaign with new agency Cheeky Communications, who have also planned and bought the media. The campaign will run across rich media digital and social channels, enabling video content to be delivered to multiple audiences.
Sam Ross, Senior Brand Manager at Lanes Health, commented “We were looking for a fresh new approach to the brand, whilst building on the awareness Pro Plus already had. We hope that this new campaign will bring a new audience into the convenience and benefits of the product range by showing them real life situations.”
Pro Plus is stocked across the UK. The campaign will roll out in September and October across digital channels including connected TV, OOH and social media.