Shloer Sprakle Advertising

Bray Leino is the ad agency putting the sparkle into Shloer, rebranding it as the soft drink for grown-up women.

The ‘It’s your Sparkle’ campaign, created by Bray Leino, aims to broaden the appeal of the brand, encouraging women to embrace the idea of ‘sparkling sociability’ and having fun with your favourite people – the key messaging behind all Shloer’s activity in 2006.


Shloer is launching a new television and print ad campaign as part of a £10 million brand investment.


Making its television debut on 16 May, during the second series of ‘Lost’ on Channel 4, the advert will run throughout the summer until 30 August and again in the run-up to Christmas.


Running 800 times on ITV1, Channel 4, Channel 5 and a number of satellite channels, each 10 or 30-second slot has been specifically chosen to maximise Shloer’s exposure to the target age demographic – 25 to 35-year-old women.



The ad is set within a night-time house-party scenario – with three girlfriends having a great time, enjoying Shloer and sharing it with the rest of the guests. The commercial builds up to a big finish as the girls and the rest of the guests, with Shloer acting as the catalyst, dance the night away to a stunning reworking of Cole Porter’s ‘I Get a Kick Out of You’.

Full of ‘sparkling’ moments throughout, the ad ends with a spectacular firework and synchronised swimming finale.

Filmed on location in Palma, Majorca, and directed by Michael Gracey – praised for his inspirational adverts for Marks & Spencer and the creative genius behind videos for Will Young, Charlotte Church and The Sugababes – the advert uses a cast of more than 80 dancers from as far a field as Australia, Spain, Italy and England.

They perform an inspiring dance routine, choreographed by Ashley Wallen, lead choreographer on the movie blockbuster ‘Moulin Rouge’.



‘It’s Your Sparkle’ continues as a theme across nationwide print media to coincide with the timings of the television advert, and will cover a wide range of women’s consumer and trade titles such as Glamour, Cosmopolitan, Company and The Grocer.



The total brand investment for 2006 includes a complete re-packaging of the entire Shloer product portfolio and a PR campaign run by Bray Leino Public Relations.

Mike Coppard, managing director of Shloer, says: “With such a significant financial investment in the brand, this year has already been extremely big for Shloer and it will get even bigger once the advert goes live. We have created a campaign that fits perfectly with Shloer’s products and the target audience, and one which is set to lodge firmly in people’s minds.”



Art director for the advert, Dean Sampson of Bray Leino, says: “This is a great campaign to be involved with and we are extremely proud of it. We embraced the brief from Shloer and really made it sparkle – and both the TV and print ads reflect this.”