Biotic drink maker Living Things is marking a major milestone in its growth with the launch of Refresh Your Inner Thing, its first-ever above-the-line (ATL) campaign and biggest marketing investment to date.
Launching across the capital from this week, the soft drink’s campaign will run across London Underground, street posters and buses for four weeks, reaching an estimated 5.73m people, with OOH activity supported by in-store activation designed to take the campaign from street to shelf.
Next chapter
The move comes as Living Things enters its next chapter of growth, stepping up investment in brand awareness alongside its rapidly expanding distribution across grocery, convenience and independents.
The campaign will also extend into stores via Refresh Your Inner Thing POS materials including FSDUs, wobblers and shelf barkers rolling out across independent convenience stores across London.
Jonathan Relph, founder, said: “We’ve grown Living Things quickly by getting the product into more of the places people buy and enjoy soft drinks. This campaign marks the next big chapter for us - building awareness around that distribution and giving more people a reason to reach for Living Things when they see us on shelf or in the chiller.”
The campaign’s bold, high-energy creative features Living Things’ bestselling Watermelon & Lime and Raspberry & Pomegranate flavours, using movement, colour and energy to capture the refreshing, feel-good experience at the heart of the brand.
The launch follows a period of rapid momentum for Living Things, including the launch of Cherry & Lime flavour earlier this year and continued expansion across numeous major retailers.
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