V Energy is the latest to get on the healthy lifestyle bandwagon, with the release of V Pure and a new campaign to match. To celebrate the natural beverage, Colenso BBDO has taken the brand in a new direction.
V has been a source of energy for Kiwis for years now, however, its maker Frucor found a shift towards products with natural ingredients is emerging. Following suit, it created V Pure, a drink with the same energy hit of V, but made with only six natural ingredients.
Marketing director Craig Irwin says Frucur knows it’s important to stay in touch with what customers want and keep innovating to stay relevant.
“When we saw the idea for V Pure we quickly applied the energy and resources we needed to make the idea a reality,” he says. “The initial feedback to V Pure has been outstanding and it has opened up new market segments for the brand, which just goes to prove that you are better to make products that people want than to make them want your product.”
To highlight the natural properties of the product, a 60-second spot has been launched, with OMD, on digital and cinema channels. The wider campaign also includes OOH and real world brand activations.
Colenso art director Dave Brady says it was important to get the right team for the launch, and Rankin Films was just that.
"After seeing the Coco De Mer ‘X’ spot directed by Vicky Lawton through Rankin Films [embedded below – NSFW], we knew she was right for the job. She couldn’t have been more up for it and brought so much to a very ambitious and action-packed production. We really wanted to elevate the tone for V Pure and leave viewers feeling as energised as they would be after drinking a bottle.”
The new campaign is a visual feast compared to previous V campaigns, which have had a focus on Kiwi blokes, appealing to them with humour, spectacular experiments and hip-hop culture.
Frucor may have conducted its own research to find consumers are showing a preference to natural, however, it's a trend a number of brands have already cottoned onto.
Client: Frucor – Craig Irwin, John Alexander, Ursla Bowden,
Agency: Colenso BBDO
Film company: Rankin Films
Media agency: OMD
PR agency: Beat PR