CLIENT
Frucor Beverages
Craig Harkness, Marketing Manager V Energy
AGENCY
Melanie Spence, Senior Account Director
Al Crawford, Chief Strategy Officer
Rob Harding Smith, Planner
Brendan Willenberg, Creative Director
Ben Clare, Creative Director
Cate Stuart Robinson, Managing Partner
Rob Dougan, Head of Planning
OMD
Stella Carnegie, Executive Business Director
SUMMARY
This is the story of a ‘long idea’ that has revitalized the V brand and delivered stunning business results year-on-year: with 2016 being our best year yet.
In 2013, the brand’s long-term future was in question, with preference, consideration and brand imagery declining against a backdrop of aggressive competition from a more aspirational Red Bull and a price-cutting Mother.
Our refreshingly honest campaign, ‘The Massive Hit that Improves You A Bit’ has delivered a resurgence in these key metrics. More importantly, it’s allowed us to raise our prices in a deflationary environment and delivered unparalleled NSV (Net Sales Value).
