Berocca is more than the hangover cure it’s known for. It’s an energy vitamin, an all-round energy boost, perfect for tackling tough moments daily and for battling energy lows big and small.

We needed to change outdated perceptions of the brand, as well as increasing brand consideration and purchase intent – but extreme perception changes demanded extreme measures.

With the increased pressures of modern life – from zero hour contracts to lack of sleep – we saw UK consumers frequently claiming they were stressed and tired. Berocca presented the solution: a slower, but more sustained, energy release.

But ultimately, Berocca sales were struggling. New buyers were indifferent, ads weren’t delivering a clear message and consumers didn’t understand product benefits. When seeking energy boosts, they adopted quick fixes like coffee. Berocca offered a solution, but in the UK consumers often viewed it as purely a hangover cure.

To add to this, Berocca faced stiff competition in two cluttered sectors (vitamins and energy) from brands investing in heavy always-on presence. A lot needed to be done to penetrate the market and establish brand identity in an already cluttered environment.

Berocca’s new creative platform, ‘No Day Too Tough’, centred around injecting positivity into tough moments.

To bring it to life, we visualised the toughest day imaginable: and what could be tougher than conquering Everest? So, we teamed up with one of the UK’s best-known adventurers, ex-special forces soldier Ant Middleton, to help him do just that.

Ant’s credible voice and challenging journey would show consumers that Berocca could help them face tough moments too; driving brand fame, product understanding, teaching Berocca’s physical and mental benefits and building relevance among consumers.

Of course our audience couldn’t be on the mountain with Ant to see all of this. We needed to create a piece of branded content to show this epic adventure to the nation.

Working with the UK's third biggest broadcaster, Channel 4, Berocca funded and sponsored 'Extreme Everest with Ant Middleton'. Airing during peak-time on Channel 4 at 9:30pm on Sunday 11th November (and also available on VOD), the episode delivered the biggest audience of any Channel 4 ad-funded programme ever.

To build momentum, we distributed video diary assets on Paid Social, as well as running an OOH campaign to reach a broader audience.

SEO helped people locate our content from PR coverage and Ant’s own social posts delivered further reach; the show even featured on UK’s smash hit TV show Gogglebox- an added bonus to the high profile project.

A special premiere screening at Channel 4 was organised for major Berocca retailers including Boots, Amazon and Superdrug.

Finally, we ran a one-day-only experiential stand with Ant himself in Boots Westfield, including a 360° VR experience and Berocca samples- all driving brand fame.

• Extreme Everest with Ant Middleton reached 53% more individual viewers (vs. slot average for ABC1 Adults) and was rated 3-5 stars by 96% of viewers; a huge uplift on the Channel 4 norm.

• Purchase intent grew by 17% and consideration by 30%.

• The stores where we activated the campaign experienced a 308% sales uplift, with 2/3 of the viewers and 95% of people exposed to the supporting content taking action.

…and as if the show’s success, positive PR and additional coverage on Gogglebox wasn’t enough, Channel 4 submitted the show for a BAFTA award!

“Everest is the ultimate physical and mental test of strength. This was the perfect partnership to launch ‘No Day Too Tough’ and we are delighted with it”

- Vicky Keenan, Berocca Head of Marketing