#USA #Austin #Lucky Energy #Richard Laver #Kate Farms

Embrace Yourself with Lucky Energy's 'FCK That, Don't Change' Campaign

As the calendar flips to another year, one might expect the familiar, yet often tiresome, refrain of 'New Year, New You.' Yet, Lucky Energy, a brand known for its refreshing beverages, is boldly countering this narrative with its new campaign that proclaims, 'FCK That. Don't Change – you are enough.' The campaign, crafted by the brand's talented in-house team, celebrates authenticity and encourages people to embrace their journeys rather than succumb to the pressures of fleeting New Year resolutions.

The core message of the Lucky Energy campaign resonates powerfully amidst a culture that often promotes self-reinvention at the onset of each year. According to founder and CEO Richard Laver, the concept of 'New Year, New You' undermines the value of personal growth through learning and overcoming past struggles. He emphasizes, 'The idea sounds appealing, but it overlooks the importance of our journeys, which are marked by lessons learned from failures.' Instead of striving to become someone entirely different, Lucky Energy encourages individuals to recognize the strength and beauty in their authentic selves.

Chiming in on this philosophy, Chief Marketing Officer Hamid Saify shared valuable insights about personal development being a gradual journey. “[It’s] a quest for improvement while remaining true to ourselves, not just adopting a temporary facade that studies show tends to wane after just a few weeks into January.' This refreshing perspective seeks to emphasize that self-acceptance should be celebrated rather than dismissed at the dawn of a new year.

Richard Laver's Inspiring Journey

Richard Laver embodies the message he promotes. Surviving a tragic plane crash that took his father and 136 others when he was just twelve years old, Laver faced immense challenges throughout his life, including homelessness and battling depression into his late twenties. However, amidst adversity, Laver fueled his resilience and eventually found his way back to success, culminating in the launch of his companies. After discovering his passion for creating healthier options in the beverage industry, he founded Lucky Energy to provide consumers with a refreshing choice in the saturated energy drink market.

Laver's personal story doesn't just stop with his determination to create a revolutionary drink – it extends to the deep care he has for his family. The premature birth of his daughter Kate, who was diagnosed with cerebral palsy and required a feeding tube, inspired him to establish Kate Farms, a leading provider of plant-based nutritional solutions for children.

Lucky Energy's Mission

So, what does Lucky Energy stand for beyond merely providing a product? The company aims to propel a movement that champions individuality over conformity. As they embark on their campaign, 'Don't Change,' their message will resonate through various channels, including out-of-home advertising throughout New York, as well as in select 7-Eleven stores. The campaign aims to reach individuals at a moment when societal pressures to change are at an all-time high, offering a radical alternative that insists on self-compassion and affirming that each person's journey is uniquely theirs.

For more on Lucky Energy's philosophy, products, and the latest campaign details, consumers are encouraged to visit their website and follow along on social media @luckyenergyofficial. As the year unfolds, Lucky Energy wants everyone to remember: you’re enough as you are. Don’t change, instead, embrace your own beautiful journey.