Client: Wyeth
Creative: Matt Kemsley, Garry Horner
Brief: Relaunch ReCharge into the Australian market and encourage everyday usage by communicating a clear consumer benefit around energy.

ReCharge is a B Vitamin supplement that helps to maximise your natural energy by unlocking your natural energy reserves so you can get the most out of each day. Like Berocca, ReCharge is seeking to occupy a B Vitamin/energy positioning that is about regular, not occasional consumption.

We developed the ‘Chains’ TVC which uses a simple visual analogy to describe the lethargic feeling we get when our energy levels are low. Wrapped in chains, encumbered and weighed down our hero woman struggles to start her day. Once she takes a ReCharge energy tablet ReCharge metaphorically unlocks her shackles liberating her with revitalised energy and enthusiasm for the day ahead, while those around her who haven’t maximised their energy output still struggle with their chains.