V Energy and Frucor are moving in on the premium beverage market with a new product targeted at health-conscious Australians.
The new product, V Pure, is made from five naturally-sourced ingredients and ditches the green V can for a more upmarket glass bottle.
To support the launch, V’s parent company Frucor has invested $5.5 million in media across TV, cinema, digital, social and out-of-home, along with an in-store activation campaign on the brand’s history.
V has also launched a new ad from TKT agency that marks the fifth instalment of the popular V’s ‘The Massive Hit that Improves You a Bit’ campaign.
The ad features a cast of armour-plated warrior women in the depths of a sheltered jungle paradise and keeps to the humorous tone of previous campaigns.
Frucor Suntory senior brand manager Emma Raymond tells AdNews the product is a “game changer” not just for the brand, but for the whole energy drinks category as consumers shift away from processed products.
"Our research revealed that while people have an increasing need for energy, there is also a preference towards products made with natural ingredients," Raymond says, adding she thinks the brand has hit the mark with V Pure.
A TKT Sydney spokesperson adds: "It's fun to build on the huge success of V's previous campaigns. But like the drink itself, we wanted to reinvigorate the format this time around with a little self-awareness and a cast of badass warriors."
Beverage brands have been investing more in premium, healthy products as consumers turn away from sugar laden soft drinks.
It's been a huge trend in the alcohol category with Diageo and CUB launching a slate of more healthy products and Heineken with the launch of Heineken 3. Coca-Cola has also been experimenting with smaller size bottles and has made changes to its sugar-free product.
Credits
Client: V Energy, Frucor Suntory
Marketing Director: Mark Wiedermann
Head of Energy: Karl Davies
Senior Brand Manager: Lennart Sipsma
Senior Brand Manager: Emma Raymond
Creative Agency: TKT Sydney
Public Relations: Porter Novelli
Media Agency: OMD
Production Company - FINCH
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Emma Lawrence
Director of Photography: Andy Commis
Production Designer: Neville Stevenson
Costume: Kylee Strathdee
Editor: Dave Whittaker (The Editors)
Grader: Ben Eagleton
VFX: Fin Design + Effects
Sound: Otis Studios
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