Relentless launch ad campaign around documentary

Energy drink Relentless is launching a new ad campaign, to support its new feature length documentary.

The brand is launching a new documentary, called Lives of the Artists, which explores the personalities of contemporary artists as they search for fulfilment across three diverse domains whilst pushing themselves to the absolute limits.

The documentary will premiere online and will be broadcast on Channel 4 tomorrow (17 December). It follows the success of the Power of Three film, created by Erasmus.

Targeted TV and online activity, maximising brand engagement across both core and wider mass audiences, will support it, including eight branded 30 second spots on Channel 4 to be broadcast in the run-up to its airing, brokered by agency Dazzleship. These will link up to a competition running concurrently on the C4 website to win a European heli-boarding weekend.

Online, there will also be a series of ads around the video, secured by Vizeum with media partner Mpora and a social media drive further enhance online awareness. A long form version or directors cut of the film in HD will also be on the Relentless website.

Steven Ruhl, senior brand manager for Relentless Energy Drink. says: “Since Relentless Energy Drink was created four years ago it has continually invested in a community based marketing approach to engage action sports, motor sports and music communities. Through content creation rather than solely advertising, Relentless aims to earn respect rather than buy it within these communities.

“With Lives of the Artists I am confident we will engage and delight our target audience and further develop the brand’s standalone position in the energy drinks segment.”

Elsewhere, Relentless’ parent company Coca-Cola today unveiled Peter Andre as its celebrity busker as part of its celebration and sponsorship of London Underground busking spots. The event will help to raise funds and awareness for 95.8 Capital FM’s, Help a London Child, which has been running for thirty-four years and has so far raised over £20,000,000 to help London’s less advantaged and most vulnerable children and young people.

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