Adrem Brands breaks new Wake-Ups campaign
By Adnews Staff
Adrem Brands of Toronto has begun an advertising campaign for its Wake-Ups line of caffeine tablets. According to the company, this is the first new creative for the product in 65 years. The online video campaign was developed by Tendril Studio of Toronto and focuses on the importance of alertness. The three videos have been posted to YouTube and the product's website at Wake-Ups.com, as well as on the Vice network of websites and Facebook. Each execution depicts someone growing sleepy in a dangerous situation. The initiative also introduces a new tagline: "Drowsiness. It's not your friend."
"Clearly there's an element of dark humour in the spots," said Adrem president Patrick Marshall. "Drowsiness doesn't end well for any of these folks. The campaign reminds us that it's important to stay alert, whether you work at a desk, behind the wheel, or with venomous cobras."
The online videos follow up a street campaign undertaken by the company earlier in the fall to re-introduce the brand to consumers. Additional marketing in support of a new product launch will begin in 2017.