Health shot brand Plenish has encouraged consumers to “invest in their wellbeing” in its latest campaign.

The “Give it a Shot” campaign showcases the health and lifestyle benefits of the Plenish range.

The Calrsberg-Britvic-owned brand’s range includes ginger immunity, turmeric recovery, berry gut health, mango vitamin D, beet balance, and spirulina detox variants.

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Devised by creative agency Lucky Generals, the 360 campaign will run throughout January and February 2025.

It will run across out-of-home, display, and paid social media channels, sampling activity including vending machines, shopper marketing, and exclusive events.

Out-of-home ads will appear in Old Street, Euston, Notting Hill Gate, and South Kensington Tube stations from 27 January. Displays will also appear on the roadside and in railway stations in Bournemouth, Brighton, Bristol, Manchester, Reading, and London stations which include Blackfriars, Charing Cross, Euston, St Pancras, Wandsworth Town, and Waterloo.

The campaign will also feature in Virgin Active clubs nationwide with ads displayed on vending machines.

Carlsberg Britvic marketing and e-commerce director, Alex Petrogiannis said: “Our ambition is to challenge the status quo and make sure that when Brits hear or see the word ‘shot’ they think of health first. By disrupting consumers’ perceptions, we want to bring in new shoppers to the category and accelerate its already phenomenal growth. Plenish is a brand people trust and, as such, we are uniquely positioned to make it happen.”

The brand has also collaborated with London-based running hub, Runlimited, to host a ‘Run & Rave’ event on 31 January. Participants of the event will partake in a 5km run and then can enjoy Plenish’s wellness shots at a rave.