Stop Counting Sheep, Get Some Lunar, Get Some Sleep
Problem
Insight
Strategy
The launch of a new brand and product.
A well known saying when you can't get to sleep is to try 'Counting Sheep.'
Tell people Lunar is a better way of getting to sleep than counting sheep.
Pack Design
Do you have an issue getting to sleep at night?
Nearly 1/3 of the UK can't, costing the UK around £40 billion each year. Lunar is a drink to solve that!
"Just 5 More Minutes"
Placed on the underground and bus stops. Because I can't be the only one who wakes up and debates if work is worth it.
The TV's Not Dead Yet!
Played after midnight. When your contemplating life and trying not to stress about that thing you did 5 years ago.
Late-night Spotify for those awake and going nuts.
Radios Still Going
Script 1.
Counting Can
Take Time
FVO (Muffled to show its inside head): “852,612 852,613 852,614 852,615”
*(Continues counting for 10-15 Seconds)
MVO (Speaker): “Stop Counting Sheep, Get Some Lunar,
Get Some Sleep”
Script 2.
Sheep 3. Sheep 4.
Sheep .....
MVO (muffled to show its inside head): “1 sheep, 2 sheep, 3 sheep,
4 sheep”
*Fade out
MVO (muffled to show its inside head): “857 Sheep, 858 Sheep,
859 Sheep”
*Fade out
MVO (Muffled to show its inside head): 1764 Sheep, 1765 Sheep,
1766 Sheep”
*Fade out
FVO (Speaker): “Stop Counting Sheep, Get Some Lunar,
Get Some Sleep”
Script 3.
It's Just Automatic to Count
*SFX: 1 Sheep “Barr”
*SFX: 2 Sheep “Barr”
*SFX: 3 Sheep “Barr”
*SFX: 4 Sheep “Barr”
*SFX: 5 Sheep “Barr”
VO (Speaker): “Stop Counting Sheep, Get Some Lunar, Get Some Sleep”
Each one moves into the position of the next.
The “Skip counting sheep” button takes you to the Lunar website where you can buy a can or find out more. Shown after midnight and before videos relating to sleep, meditation & education.
Fast to Get, But Don't Want to Stop
Sticker Placed In Front of Lunar
Constant Ability to Buy
Placed in vending machines and hotel room bars.
Worth a Second Glance
Only Those Unable to Sleep Will Ever Know
This ordinary looking clock will be in Hotels/ B&Bs and Premier inns.
But at midnight it will change to just sheep and then 10mins later the line.
This will then alternate between them till 5 the next morning.
No one gives escalator ads more than half a glance at best so at least with this one, you have many chances to get a second glance.
This brand was designed & advertised by me