The "Be More Berocca" campaign positions Berocca as an energizing beverage that supports mental performance, reinforcing its value as a functional daily supplement. By highlighting key vitamins such as B1, B2, and pantothenic acid, the campaign promises to help consumers unlock their energy and enhance cognitive function, aligning the brand with productivity and mental sharpness.
Strategically, the campaign leverages a playful and visually engaging creative angle by featuring Roccy the Chameleon dancing to upbeat Panjabi MC music, tapping into a vibrant and multicultural cultural reference that differentiates the brand in the UK market. This choice aims to capture attention through entertainment while symbolizing agility, adaptability, and energy—qualities that resonate with active, health-conscious consumers seeking a mental and physical boost.
The campaign’s performance-focused genre and choice of film medium reinforce Berocca's core functional benefit, appealing primarily to working professionals and students who prioritize cognitive performance and sustained energy in their demanding daily routines. The focus on digital engagement, supported by a call to subscribe for further content and active social media presence, indicates a strategy targeting a digitally savvy audience likely to engage with brand content online.
Overall, the campaign blends functional benefit communication with a culturally relevant and dynamic creative execution to position Berocca as an everyday essential for enhanced energy and mental acuity in the competitive non-alcoholic drinks market.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The “Be more Berocca” campaign centers on a chameleon character, Roccy, energetically dancing to vibrant music after presumably consuming Berocca. Rather than explicitly demonstrating the tablet’s function or depicting a literal user, the ad uses the chameleon’s energetic dance as a visual symbol for the renewed energy, enhanced performance, and mental sharpness promised by Berocca. The narrative, soundtrack, and character together serve as a playful metaphor, exaggerating the product benefit via a memorable symbolic portrayal rather than storytelling or problem-solution framing.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Lucozade – Positions itself as an energy-boosting drink with a strong heritage in sports hydration and recovery, leveraging its association with athletic performance and endurance to appeal to active consumers seeking energy and vitality throughout the day.
2. Red Bull – Dominates as a premium energy drink focused on extreme sports, adventure, and youth culture, emphasizing high energy, mental alertness, and an edgy lifestyle through bold marketing and event sponsorships.
3. Powerade – Sports a functional hydration image targeting athletes, positioning itself as a scientifically formulated sports drink that replenishes electrolytes and fuels physical performance during exercise.
4. Vitaminwater – Differentiates through flavored enhanced water infused with vitamins and minerals, promoting wellness and balanced nutrition with a lifestyle-centric, health-conscious branding approach.
5. Hydro Boost (various brands) – Focuses on hydration with functional benefits, marketing premium water or electrolyte-infused beverages designed to support hydration, cognitive function, and overall wellness for busy, health-aware consumers.
Q: What is Be more Berocca about?
A: Be more Berocca is a 2017 campaign created by JWT for Berocca in the United Kingdom, targeting the non-alcoholic drinks sector. The campaign centers on a film asset featuring Roccy the Chameleon energetically dancing to Panjabi MC, using this playful visual to symbolize the energy and mental performance benefits of Berocca’s vitamin tablets. With a focus on entertainment and engagement, the campaign leverages digital platforms and social media to reach working professionals and students, positioning Berocca as the UK’s leading energy vitamin supplement.
Q: What creative device does Be more Berocca use?
A: Be more Berocca employs FORMAT#9 SYMBOLIZE THE BENEFIT, as defined by Clapboard’s 12-format taxonomy. Instead of depicting a literal user or direct product demonstration, the campaign uses Roccy the Chameleon’s energetic dance as a symbolic exaggeration of Berocca’s promised effects—renewed energy, enhanced performance, and mental sharpness. This creative approach leverages exaggerated visuals and playful metaphor, making the product’s benefit instantly memorable and visually distinctive within the crowded energy supplement market.
Q: What is the campaign proposition for Be more Berocca?
A: The campaign proposition for Be more Berocca positions Berocca as an energizing beverage designed to support mental performance, emphasizing its role as a functional daily supplement. By highlighting key ingredients such as vitamins B1, B2, and pantothenic acid, the campaign promises to help consumers unlock their energy and sharpen cognitive function. This message is aimed at active, health-conscious professionals and students who value productivity and mental acuity, reinforcing Berocca’s relevance as an everyday essential in the competitive non-alcoholic drinks category.
Q: How does Be more Berocca rank in Clapboard's archive?
A: Be more Berocca holds a Clapboard Campaign Score of 70/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Berocca's category?
A: In Berocca’s category, Lucozade is recognized for its heritage in sports hydration and recovery, appealing to consumers seeking energy and vitality. Red Bull is positioned as a premium energy drink associated with extreme sports and youth culture, emphasizing mental alertness and an adventurous lifestyle. Powerade targets athletes with its scientifically formulated hydration benefits, while Vitaminwater offers flavored, vitamin-infused water for wellness-focused consumers. Hydro Boost brands compete by marketing premium hydration solutions designed to support cognitive function and overall wellness for busy, health-aware individuals.
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