Performance-enhancing drink company Ārepa have introduced its first out-of-home ad campaign in Australia.
The Brainfood technology startup has launched a new series of ads on buses, trams, street furniture and train stations around Sydney and Melbourne, with the campaign arriving just in time for Brain Awareness Week. The campaign has been rolling out across Sydney and Melbourne with bus and tram wraps and sides, street furniture, bus shelters and train stations carrying the new campaign, with rail set to go live later this week.
On top of the OOH campaign, Ārepa is also working with digital channels, partnering with influencers from around the country to celebrate loving their brains thanks to Ārepa. The message “I loved my brain today” will be featured across the channels of Instagram and TikTok influencers.
The multichannel approach will also see Ārepa partner with Collingwood Football Club, with 25 players trialling the drink at the kick off of the AFL season; in a peer-reviewed study, it was found that Ārepa products to significantly improve mental performance in physically fatigued athletes.
Madeline George, marketing director for Ārepa, said “Ārepa is a product rooted in science and we have a lot to say, but when you’re working with a limited amount of space, getting all of the science across can be a challenge. So we simplified everything down to a single statement: The Brain Drink.
“We’re on a mission to make our brains work better, and everything we do is centred around educating the consumer about their brain. We’re thrilled to kick off this campaign for Brain Awareness Week and celebrate brain health through experience and education.
Formulated with unique ingredients including Neuroberries, a class of blackcurrant proven to maintain dopamine levels in the brain and enhance focus under stress, the drink is proven in clinical studies to increase mental performance, brain health and mood.
The health drink is already available in 1,200 Australian retail locations including Woolworths, Coles, Harris Farm and IGA stores across all states.
Credits
Ārepa:
Madeline George - Marketing Director
Amy Robinson - Lead Designer
Media buy: JC Decaux
Branding Agency: Previously Unavailable
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