V: The energy to do extraordinary things

Category: Sustained Success
Agency: Colenso BBDO
Client: 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.

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.

Creative Insight & Strategy