Lucky F*ck, the energy drink, cleans up its act with name change and comic campaign

An energy drink brand called Lucky F*ck is launching an advertising campaign demonstrating why it—somewhat reluctantly—is changing its name to the more family-friendly Lucky. The brand-produced campaign is the first under Hamid Saify, chief marketing officer of parent company Lucky Beverage Co. Saify is a former VP of marketing at Liquid Death, and the new campaign recalls that brand’s rule-bending approach to marketing. A four-part video series, which will live on Lucky F*ck’s Instagram page, is called “Search at Your Own Risk” and shows people offended by the name of the drink facing unintended consequences when they attempt to tattle or censor it. The first video features a sanctimonious mother. Lucky plans to debut additional videos on Instagram later this week. Changing the name of the brand was Lucky’s plan all along, a spokesperson said, but not before assuring it could generate some attention. New packages resemble the old ones, but with the word “F*ck” (almost) concealed by duct tape. The product name is no joke. Founder Richard Laver, who was 12 years old at the time, was the youngest survivor of the 1985 Delta 191 plane crash that killed 137 people, including his father. Laver would go on to suffer depression and homelessness before starting a family. When his daughter Kate was diagnosed with cerebral palsy and required a feeding tube for nourishment, Laver founded Kate Farms, now a leading plant-based feeding tube formula. Lucky F*ck, named after a phrase on a bracelet given to Laver by his son, was founded last August and was meant to bring cleaner ingredients to the energy drink space. In addition to the videos, a series of wild postings in New York, Los Angeles and Austin, Texas, will show product shots alongside duct-taped, Renaissance-inspired masterpieces or fashion photos. The brand has also engaged a team of content creators to integrate Lucky F*ck into their TikTok and Instagram feeds.

Lucky F*ck, the energy drink, cleans up its act with name change and comic campaign

Featured Stories