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
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
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.