PROPLUS - Whatever the reason
ProPlus has been around since 1956 and still has good levels of awareness. However, it’s seen as old fashioned and is associated with pulling all nighters while cramming for their final exams at Uni.
In an extremely crowded energy product market, the goal of this campaign
was to refresh the brand and introduce new range variants. We had to show how ProPlus gives consumers the boost they need in their daily lives.
We brought a human element to the brand by developing a campaign that showed relatable examples of how ProPlus could conveniently provide extra focus or a bit of a lift (whilst working to strict HSS guidelines).
"Whatever the reason, it's a plus" became the campaign endline, underpinning the fact that whether you're working shifts, planning a box set binge or going into a long meeting, Pro Plus can give you the lift you need.
Produced in a modular format, we gave each variant it’s own scene so things could be chopped and moved around to fit various formats. A digital OOH and social campaign complimented the TV.
"We were looking for a fresh new approach to the brand, whilst building on the awareness Pro Plus already had. Showing our consumers real life situations, the new campaign demonstrates the convenience and benefits of the product range to a new wider audience."
Sam Ross
Senior Brand Manager at Lanes Health