Australia – Frucor Suntory’s popular beverage line, V Energy, has launched a new campaign, in an aim to bring good vibes and smiles to audiences around Australia and New Zealand for the promotion of a brand new energy drink, ‘V Refresh’. This developed in partnership with marketing communications agency Clemenger BBDO in Sydney.
The new ‘V Refresh’ is a new taste profile that is light, crisp, and refreshing. The new no-sugar, low-calorie energy drink is available in two delicious flavours, Citrus Lemonade, and Pineapple & Watermelon.
To promote the new product and to engage a new generation of energy drinkers, Clemenger BBDO Sydney has bought the much-loved V Bugs back. This time, they are on a new adventure dancing under waterfalls and cracking open a refreshing can of V Refresh with mates in the midday sun.
Through the TVC and outdoor takeovers across Australia and New Zealand, audiences will be inspired to rethink their current views on energy drinks and continue to be delighted with V’s upbeat branding.
Allison Yorston, CMO at Frucor Suntory – Oceania, shared that they know their consumers love the taste of V Energy but they are also starting to look for options that are better for them, which led them to develop V Refresh, a lighter and crisp-tasting drink that still offers that iconic V burst of energy.
“The diversified recipe and vibrant contemporary packaging allowed for us to work with the team at Clemenger to create a launch campaign that was still connected to the heritage of the V Energy brand but could connect with a new audience,” said Yorston.
Meanwhile, Chris Henbrey, V Energy’s marketing manager for APAC, noted that the cascading waterfall and relaxing oasis setting surrounded by good friends helps to communicate both the product benefits and occasions associated with V Refresh.
“As we drive awareness and curiosity with our new energy offering through this new creative we hope our consumers are inspired to also try something new,” said Henbrey.
Darren Wright, executive creative director at Clemenger BBDO Sydney, commented, “When we launched the big brand idea of ‘Can you feel it?’ last year, we wanted it to be a platform to put positive vibes into the world. The V Bugs’ roadtrip to Wham! did that in spades. This time to launch V Refresh, the positive vibes danced under a waterfall to Kool & The Gang.”
The campaign is now available on TV, outdoor, social, and BVOD across ANZ, with the underlying theme of ‘kicking off the afternoon with a refreshing drink’.