Don’t Lose Your Sh*t: Lucky Energy Launches “Shangry” Campaign

The call of Nature happening when you’re out in the wild (anywhere far from a toilet) can be stressful and embarrassing. The truth is, shit happens. But that nervous, upset stomach urge to GO RIGHT NOW often results from drinking a highly caffeinated beverage or one with questionable ingredients you can’t pronounce. In cleaner energy beverage Lucky Energy’s new comedic “shart” campaign called “Shangry,” the brand addresses the benefits of its ingredients versus the alternative. The message here is clear: Don’t Let “Shangry” happen to you. Choose Lucky Energy for a cleaner, healthier energy boost.

Developed by the brand’s in-house creative team, “Shangry” (aka the anger you feel when you need to shit) is a multipronged campaign that will live on and offline. It includes a ‘shart’ film, as well as billboards and trucks (in select cities) featuring a personal injury-inspired attorney (its founder Richard Laver, aka Mr. Lucky) and the message: Sharted? Have you been hurt by bad energy drinks? Visit Shangry.net to get FREE Lucky Energy.

The film depicts a woman driving who experiences digestive issues after consuming a canned energy drink. She becomes visibly anxious, sweaty, and “Shangry” (the anger you feel when you urgently need to use the bathroom but can’t find one quickly enough). In a state of being “Shangry,” she can’t hold it in any longer and has an embarrassing accident. In a Zach Morris from Saved by the Bell style Timeout, the narrator presents an alternate scenario, showcasing the stark contrast of what would have happened if the woman had consumed Lucky Energy instead. Here, we see a cheerful woman, happy to see her family upon arrival home, ready to tackle her day with the right energy and no ‘Shangry’ moment.

“We use 33% fewer ingredients [on average] than a typical energy drink. You will feel good and be stress-free when enjoying a flavorful can. Our video highlights the possible side effects of consuming products with excess caffeine and/or artificial ingredients. Our brand is rooted in storytelling, so we’re always thinking of unique, engaging ways to let people know that a simple, cleaner, better-for-you energy drink option exists,” said CMO Hamid Saify. “We think our audience will enjoy our relatable, cheeky spot because these situations happen; when you get to being “Shangry,” no power on earth will stop you; you’re SOL.”

Lucky Energy, a pioneer in the energy drink industry, is committed to providing cleaner, better-for-you options. Founded by serial beverage entrepreneur Richard Laver, the brand’s mission is to motivate people to keep going, even in challenging moments. The product line features five flavors with 5 super ingredients, including maca and beta-alanine, and has 0 sugar and 0 calories. Products are available on luckyenergy.com, Amazon, and over 10,000 locations nationwide.

To learn more about “Shangry” and Lucky Energy drink, visit www.luckybevco.com, contact Valeria@hallettsconsulting.com, and follow @luckyenergyofficial on social media.