Plenish has unveiled a new visual identity for its shots range, alongside its largest-ever marketing campaign to drive trial and juice shot category growth.
Refreshed 60ml shot and 420ml dosing bottles would place “natural ingredients front and centre”, the Carlsberg Britvic-owned brand said
The revamped packaging featured “vibrant ingredient imagery and clearer benefit signposting” and was designed to reinforce the brand’s “role in supporting daily health habits”, it said.
Meanwhile, a comprehensive campaign spanning advertising, shopper marketing, nationwide sampling, influencer partnerships and experiential activations would “drive awareness of the category and encourage trial among new consumers”.
It comes with Plenish having outpaced broader category growth in juice shots. The brand had delivered value sales growth of over 400% in the space of two years, Carlsberg Britvic said, citing NIQ data.
“We want to help consumers find easy and convenient ways to invest in their health and wellbeing, and nothing beats Plenish shots,” said Alex Petrogiannis, marketing director for breakthrough brands at Carlsberg Britvic. “Our new visual identity brings the trust of the Plenish brand promise to life, heroes the natural ingredients we’re known for, and makes our shots easier to find and shop.”
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