Big Days Start With BeroccaBerocca
With nearly 50 years in the Australian market, Berocca is a well-known and loved brand by consumers of all ages. The "Big Days start with Berocca" campaign, first created for ATL communications, had shifted consumer perceptions to a more proactive & positive usage occasion, away from the Berocca heritage of a solution for a hangover. Consumers were increasingly using the product for general health & well-being, as they become more aware that it does not only contain B vitamins, but also vitamin C, zinc and magnesium as well.
However, the new campaign was not always cutting through as consumers are watching less and less TV, whilst turning to digital and social media channels to get their news and entertainment. Add to that, the previous social creative had no distinctive message or look and feel.
Old look and feel (pre May 2017)
So the challenge was to bring this campaign idea to life in social media while creating a new, new, social-specific look and feel, with thumb-stopping power to cut through the newsfeed of people all around Australia.
We created a social strategy across Facebook and Instagram with a new look and feel that put Berocca at the heart of our creative and new colour schemes that showcased the vibrant "energetic" personality of the brand. Our content tapped into every day moments where people needed a pick-me-up along with taking advantage of topical occasions such as our launch on May 4, Star Wars day.
New look and feel (post May 017)