Frucor Beverages: V Brand

This case study describes how V, the energy drink brand, reversed sales decline by targeting New Zealand's youth with a series of stunts used to create ad campaigns.

Frucor Beverages: V Brand

Campaign details

Category: Sustained SuccessAgency: Colenso BBDO/Proximity New ZealandClient: Frucor Beverages Ltd

Summary

Launched in 1997, V has grown into a true power brand in New Zealand. But in 2007, V discovered both market share and penetration were in decline; the brand had lost touch with its core consumer, youth aged 18-24.

Utilising insights from research, Colenso BBDO/ Proximity New Zealand launched a new strategy to do amazing things with V Energy that would start conversations and provide consumers with real brand interactions.

Since then V has managed to accelerate the...

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