V: The energy to do extraordinary things
Category: Sustained Success
Agency: Colenso BBDO
Client: Frucor Beverages
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.
Marketing Challenge & Objectives
After seven years of its popular 'bug' TVCs, V lost its 'cool' with its critical 18-24 audience and for the first time ever, V's market share declined.
The objective was to put V back into high sales growth mode and increase market share by reconnecting with young New Zealanders, to reverse the decline in market penetration and usage, particularly among heavy drinkers.