Title | V THE MASSIVE HIT THAT IMPROVES YOU A BIT |
Brand | FRUCOR AUSTRALIA |
Product / Service | BEVERAGES |
Category | A01. Creative Effectiveness |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Idea Creation 2 | TKT SYDNEY, AUSTRALIA |
Production | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Production 2 | TKT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Brendan Willenberg | TKT Sydney | Creative Director |
Ben Clare | TKT Sydney | Creative Director |
James Beswick | TKT Sydney | Senior Copywriter/Creative Lead |
Ollie Beeston | TKT Sydney | Senior Art Director/Creative Lead |
Cate Stuart-Robertson | TKT Sydney | Founding Director |
Hanne Haugen | TKT Sydney | Senior Account Director |
Marshall Campbell | TKT Sydney | Senior Account Manager |
Rob Dougan | TKT Sydney | Planning Director |
Marshall Campbell | TKT Sydney | Senior Account Manager |
Rob Harding-Smith | TKT Sydney | Planner |
This is the story of a ‘long idea’ that has revitalised the V brand and delivered incredible sales growth that are getting bigger every year the campaign runs. 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. Compounding this, the energy drink category was losing its cool as health and diet took precedence with younger Australians and retailers were screwing down prices across the board. To say that times were tough was an understatement. Enter stage left ‘The Massive Hit that Improves You a Bit’. The campaign offered a refreshingly honest and self-aware counterpoint to the overblown, and over-the-top energy drink category. While Red Bull was skydiving from space we wanted help real people be a slightly better version of themselves. We didn’t sponsor extreme sportspeople or controversial rock stars, but featured characters that our audience could empathise with like narrow shouldered Vikings or rappers with self-esteem issues. Over the lifetime of the campaign our idea has delivered a resurgence in V’s brand metrics seeing significant, double digit increases in all three of V’s most important brand metrics. Most importantly however, the campaign has enabled V charge a premium for the product and driven an increase in profitability. A crucial outcome given the deflationary nature of the category. This campaign proves that a little empathy and a lot of entertainment can compete (and win) against the big budget’s of the big international competitors.