CLIENT
Frucor Suntory
Chris Henbrey, Senior Brand Manager
Scott Cameron, Director of Energy and Hydration
AGENCY
Rob Harding-Smith, Planning Director
Rob Dougan, Head of Planning
Cate Stuart-Robertson, Managing Partner
Matilda Treloar, Planner
Brendan Willenberg, Creative Director
Ben Coulson, Chief Creative Officer
Isabella Timar , Account Manager
OMD
Stella Carnegie , Executive Business Director
Danni Dimataga, Account Director
SUMMARY
This was V Energy’s Kodak moment. Australians are drinking more coffee for energy, but increasingly not energy drinks. This was a problem for V Energy, an energy drink who had come to represent much of what non-energy drink drinkers hate about the energy drink category. Fighting for survival, V Energy took a radical approach and tackled category assumptions head-on with a new product and communications solution. The results are impressive. They’ve turned around falling penetration and done it with a strong ROI. This is a story of turning decline into reinvention.
