Colmar Brunton Most Authentic Brand: Frucor and V

  • Marketing
  • September 5, 2011
  • Ben Fahy
Colmar Brunton Most Authentic Brand: Frucor and V

Youtube Video

In 2010, Frucor's 'crown jewel' V, which clocks up sales of $250 million in Australasia, was becoming a victim of its own success. It had been very effective in growing consumption with existing customers, but as it already had 55 percent of the traditional energy drink market, there was little room for growth and it was a long way from the rates required to meet budget.

70 percent of V is consumed between 11am-3pm, so extending time of day consumption and taking energy into different beverage categories was a big opportunity for the brand. Health was also a major barrier, with 43 percent saying they don't drink energy drinks because they're unhealthy. So, to keep the momentum going, Frucor launched its hybrid strategy and developed two new products.

Frucor aimed to get 10 percent share in each of the new categories it had entered. But it surpassed all expectations. V Iced Coffee quickly became the number one flavoured milk SKU, smashed its budget for 2011 in just two months and pushed the whole impulse flavoured milk category into growth well ahead of previous periods, while V Isokinetic reached a peak of 17.5 percent share after launch and, according to ad tracking, Colenso's V ladders campaign to promote it was the most engaging V effort yet.

Youtube VideoCrucially, the new products have also been beneficial to the core brand, with a positive impact in the preference, relevance, premiumness and coolness of V.


  • Full case studies of all the winners are available in the latest edition of NZ Marketing and the first 20 humans to subscribe here will receive a copy of James Hurman’s new book The Case For Creativityvalued at $40.


THE PEOPLE: Iaan Buchanan, Sean Wiggans, Debbie Fell, Ursula Wiig, Natalie Beaton

THE PARTNERS: Colenso BBDO, Futurescape Research

FINALISTS: 

Loyalty New Zealand Fly Buys Flights - A new way to fly with Fly Buys

TVNZ TV ONE

Progressive Enterprises Countdown – Best Value Supermarket in NZ

2degrees Year 2, the Coming of Age

2degrees Stay 2degrees

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit