Campbell's V8 - revving up an old juice brand

Simon Wassef and Lynn Rowbottom

This case study is about advertising 'revving up' a traditional juice brand and turning it into a premium juice leader.

Campbell's V8 – revving up an old juice brand

EXECUTIVE SUMMARY

When you think of juice these days, what do you think of? Probably some kind of freshly squeezed, ginseng infused, crushed up with ice concoction – all blended in front of your eyes while you wait patiently in line. If you didn't think exactly that, you definitely didn't think of a glass-bottled brand sitting quietly on a supermarket shelf.

That was exactly V8's challenge.

This story is about advertising “revving up” a traditional juice brand and turning it into a premium juice leader. With two campaigns, the advertising enabled...

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