Fresh marketing/ad campaigns tell a story and should be highly creative and compelling to capture a person’s interest. The new creative campaign “Shangry” from beverage startup Lucky Energy successfully hits both marks.
Developed by their in-house creative team, “Shangry” includes an irreverent “shart” film, trucks, and billboards featuring edgy, cheeky messaging calling out what other energy drinks may have done to “you.”
“Shangry” refers to the anger you feel when you need to go (RIGHT NOW) and use a restroom and can’t find one quickly enough. In “Shangry,” the energy drink addresses the benefits of its ingredients compared to alternatives in the market. The film portrays a woman who experiences digestive issues after consuming a canned energy drink while driving. She becomes visibly anxious, sweaty, and “Shangry,” which leads to an accident. In a nod to Zach Morris from *Saved by the Bell,* the narrator employs a “timeout” moment to present an alternate scenario, illustrating how everything would have changed if the woman had consumed Lucky Energy instead. In this case, there are no “Shangry” moments.
When discussing the campaign, the brand’s CMO, Hamid Saify, said, “Our brand is rooted in storytelling, so we’re always looking for unique, engaging ways to let people know that a simple, cleaner, and better-for-you energy drink option exists. We think our audience will enjoy our relatable, cheeky spot because these situations happen; when you get to being ‘Shangry,’ no power on earth will stop you — you’re SOL.”
The brand says it has 33% fewer ingredients (on average) than its competitors and has recently launched a sixth flavor, Peach. The product line features five super ingredients, including maca and beta-alanine, and contains 0 sugar and 0 calories. Richard Laver (who is the talent in the billboard) is the founder and CEO of Lucky Energy. He launched the business to inspire people to persevere and keep going. You can buy the product on their website, Amazon, and in over 10,000 locations nationwide.
