Frucor Beverages: V Brand

Campaign details

Category: Sustained Success
Agency: Colenso BBDO/Proximity New Zealand
Client: Frucor Beverages Ltd


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 success achieved over previous years.

Key learnings

Consumers' need for brands that are cool isn't new, but their definition of cool is constantly evolving. V has always embraced the idea of doing extraordinary things – it is the genus of the creative strategy V Urban Legends; a highly successful and constantly evolving strategy launched in 2007.