Under its new corporate vision, 'Osotspa goes global', Shark will be promoted as an international brand for both carbonated and non-carbonated energy drinks, while M-150 will become a brand for Southeast Asia.
For Shark, Spa Advertising has been tasked with developing a thematic TVC and print series based on the campaign concept 'Bring out the beast'.
For Shark, Spa Advertising has been tasked with developing a thematic TVC and print series based on the campaign concept 'Bring out the beast'.
"Shark is a high-quality product, unlike some competitors which aim to promote themselves as gimmicky and, at times, copycat products of the market leader," said Vasa-dome Rasmidatta, deputy MD, Spa. "It is a lifestyle product, one which consumers want to be seen buying."
The 'Switch' TVC showcases surreal animation scenes and original music to capture the imagination of young consumers "while partying and dancing the night away", Rasmidatta said.
Osotspa's main rival in international markets is Red Bull, widely viewed as the first energy-drink brand to go global. Red Bull sells more than four billion units a year, approximately 55 per cent of the global market.
"The media insertions will be handled directly by Europe and Africa. Some markets will use television and some will use cinema," said Rasmidatta. "This TVC will be supported by POS material, posters and billboards."
Minale Tattersfield and Partners, London, handles the Shark account in Europe.
