O&M unveils pounds 2m launch work for Solstis energy drink

Ogilvy & Mather has unveiled a pounds 2 million press and radio campaign to launch SmithKline Beecham’s energy drink, Solstis.

Ogilvy & Mather has unveiled a pounds 2 million press and radio

campaign to launch SmithKline Beecham’s energy drink, Solstis.



The drink, a Lucozade sub-brand, is designed to rapidly boost alertness

and concentration and the campaign centres on this property. Using the

strapline ’Solstis. Don’t miss a thing’, the ads all feature something

vital that could be missed at first glance.



One ad shows a young man at work with paper and files scattered across

his desk. The headline reads ’The boss’ son says he’s too busy to

help.



Is he?’ On closer inspection, a reflection of his computer screen shows

he is actually playing computer games.



A second execution shows a head shot of what appears to be a sexy woman

with the words ’Fancy me?’ on her throat. Turning the page reveals the

same picture, this time with her Adam’s apple circled and the words

’Still fancy me?’



In three radio ads, the campaign explores the theme of understanding the

truth behind what people say.



The ads were written by Simon Veksner and art directed by Nick

Allsop.



The photographer was Dean Chalkley and production was through Seven.

Media planning and buying is by MediaCom.



SmithKline is aiming to take on Red Bull, which has 90 per cent of the

high energy stimulation drinks sector. The launch of Solstis follows the

company’s decision to pull Lucozade NRG earlier this year.