The launch of Japanese energy drink Lipovitan B breaks this week with an integrated campaign created by CDP. It will use ten- and 20-second TV executions, press, posters and product sampling. The drink – which sells 1 billion cans a year in Asia – will be positioned away from other drinks targeted at ‘ravers’. It will be aimed at ‘busy people who lead busy lives’. The ads were shot in documentary style, using ‘real people’ rather than actors.