Lucky Energy has launched a bold and humorous campaign titled ‘Shangry.’ The initiative highlights the digestive discomfort often caused by consuming traditional energy drinks. The term ‘shangry’ is a blend of ‘shit’ and ‘angry.’ It refers to the frustration and anxiety that arise when the need to use the bathroom becomes urgent, often triggered by highly caffeinated or artificially laden beverages.

‘Shangry’ features a short film depicting a woman who experiences an embarrassing ‘shart’ drinking a conventional energy drink, contrasted with a scenario where she enjoys Lucky Energy without any digestive issues. Developed by Lucky Energy’s in-house creative team, ‘Shangry’ relies on a mix of comedy and relatability to emphasize the benefits of the cleaner and healthier ingredients that the brand uses.

Image Credit: Lucky Energy