V – The Peoples' Republic of V

In 2007, energy drink V celebrated its tenth anniversary. However, the energy drink sector was also becoming increasingly passé to its biggest consumer category, 18-24 year-olds, and V's television-centric advertising failed to entice Gen Y drinkers who demanded a more engaging relationship with brands.

V – The Peoples' Republic of V

Category: FMCGAgency: Colenso BBDOAdvertiser: VCampaign: The Peoples' Republic of V

SUMMARY

In 2007, as V turned 10, the energy drink was becoming passé to its biggest consumers – 18–24 year-olds.

Colenso BBDO and V made the bold call to pull all above-the-line brand advertising and build a community to have an exclusive brand conversation / brand experience with.

The results:

  • Over 15,000 people are members of the Republic of V

  • 55% of 18–24s are aware of the Republic

  • Thousands of V drinkers engaged with the brand...

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