Lucky Energy Highlights Clean Ingredient Deck in “Shangry” Campaign
Lucky Energy is emphasizing the importance of clean ingredients in its new ad campaign, “Shangry,” which playfully highlights the digestive issues traditional energy drinks can cause.
The short, or “shart,” film follows a visibly “Shangry” (the anger you feel when you urgently need to use the bathroom but can’t find one quickly enough) woman who has an embarrassing accident in front of her family after consuming a traditional energy drink. A Saved-by-the-Bell-style timeout shows that, had she drank Lucky Energy instead, the accident would’ve been avoided.
“We heard from a lot of [consumers] that have had digestive issues from X, Y, and Z energy drink brands, which is a common thing with caffeine consumption. But they haven’t had that with Lucky,” said CMO Hamid Saify, a former SVP of digital retail at Liquid Death.
According to Saify, Lucky Energy focuses on three main pillars: motivation, mischief and mayhem. Though the brand “censored” itself by removing “f*ck” from its packaging to balance its branding with mainstream sensibilities last year, it’s still finding ways to maintain its edge in the crowded category. According to Nielsen IQ data, the energy drink category is still riding high, with sales up 6.8% in the two-week period ending December 28.
“The mischief and mayhem side is about going right up to the edge of the boundary and staying there for a while. One of the biggest reasons we do that is because if you can make someone laugh or smile as a brand, you’re successful,” said Saify.
Along with the short film, Lucky Energy will have five wrap trucks driving around New York City – one of the brand’s priority markets – featuring an image of a personal injury attorney with the message, “Sharted? Have you been hurt by bad energy drinks? Visit Shangry.net to get free Lucky Energy.”
The brand’s fresh name, revamped packaging and marketing efforts have been paying off, as evidenced by the fact Lucky Energy is now available in over 10,000 stores nationwide, including 7-Eleven, Circle K and Speedway, among others. Its marketing efforts have also helped the brand secure distribution with Big Geyser, which also distributes C4 and Celsius.
“They candidly told us, ‘We didn’t need another energy drink, but based on the branding and marketing that we’re seeing, and the relationships that you have, we want to take you on,’” said Saify.
Oatly’s Fancy Dancy Parking Lot
Oatly is classing up the fine art of loitering outside a strip mall with its latest campaign for its rebranded plant-based creamers line: “Fancy Parking Lot Coffee.”
Surrounded by concrete and minivans, the oatmilk brand sampled its creamers in an American parking lot with white-glove service, accompanied by a violinist and a grand piano, along with tuxedo-clad servers pouring fresh brewed coffee to curious consumers.
The Drum reported that the campaign was produced in-house by Oatly’s North America team with videos running on Hulu, YouTube, TikTok and Instagram from now through March.
The broader campaign also has in-store floor mats, cart ads and shelf placements for Kroger stores, aiming to communicate a “fancier” coffee experience.
Oatly unveiled new packaging for its 32 oz. creamer line this month with the slogan “The Fanciest Oatmilks on Earth.” The products are available in Sweet & Creamy, Vanilla and Caramel flavors.
Rockstar Partners with Racer Lia Block
Rockstar Energy is teaming up with professional Formula 1 racecar driver Lia Block, sponsoring the athlete ahead of the 2025 F1 Academy season. Block will wear the Rockstar logo on her racing suit as part of the deal.
“We are thrilled to welcome Lia Block to the Rockstar Energy family,” said Steve Mateus, director of sports marketing, Rockstar Energy, in a press release. “In her 18 years, Lia has solidified her place as a trailblazer in the sport, making history and headlines. Her relentless drive, competitive spirit, and passion for the sport make her a natural fit for the Rockstar team.”
According to the company, Block is the first female driver partnering with Rockstar and she joins a roster of athletes who have aligned with the PepsiCo-owned brand in recent months, including pro golfer Charley Hull. Other partners include Formula Drift champion Fredric Aasbø, Olympic surfer Tatiana Weston-Webb; snowboarders Jill Perkins, Red Gerard and Reira Iwabuchi; and Olympic skateboarders Chris Joslin, Cory Juneau and Keegan Palmer.