Vex – More Cooler. Less Money

When VEX was first launched in 1999, its mission was to surpass Mike's Hard Lemonade (the established category leader) with a unique formula: bold packaging, flavour innovation, a six-pack format and an 'edgy' brand character.
Agency: GJP Advertising

Vex – More Cooler. Less Money

Bronze: Sustained Success


Business Results Period (Consecutive Months): March 2005 (F'06)–February 2007 (F'07)Start of Advertising/Communication Effort: May 2005 (F'06)Base Period for Comparison: March 2004–February 2005 (F'05)

This is a story of how an edgy and irreverent brand set its sights on becoming a top three category contender, displacing a long-standing leader. It did so without the benefit of a large advertising budget or the flexibility to sacrifice short-term margins for speculative long-term gains. The case covers a two-year period from March '05 (the beginning of...

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