V: The energy to do extraordinary things
Category: Sustained SuccessAgency: Colenso BBDOClient: Frucor Beverages
Summary
V's heyday seemed to be over when, in 2007, its market share dropped for the first time. Finding traditional advertising wasn't reaching its target audience, a two-track strategy saw V drinkers engage with V's own social media platform in their thousands as their highly-innovative brand campaigns created conversations with V at the centre. The result: V sustained sales growth across a three-year period of 14% per annum, which was twice that of the beverage category.