Last week, Australasian beverage manufacturer Frucor announced a name change to Frucor Suntory, marking the extent of the relationship it holds with parent company Suntory Beverage and Food Limited. We chat to group chief executive Jonathan Moss about bringing the two companies together and their evolution over the past eight years.
Marketing, advertising & media intelligence
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.
Industry happenings at Colenso BBDO, Frucor and Datalicious.
Fresh-up, Colenso BBDO and OMD are calling on real mates with real rivalry to take each other on in a ‘Beat Your Mate, Smash Your Thirst’ campaign, set to be broadcast on TV through a partnership with TVNZ.
Today, Tourism New Zealand announced the resignation of CEO Kevin Bowler, who will move to Frucor to be its New Zealand CEO.
Industry happenings at Frucor, Flight Centre, Fairfax Media, Adshel, Bauer, Fresh Focus, Brandstand, Sizmek and Rubicon Project.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
With the rise social media, the way marketers think about experiential marketing has changed. Not long ago, the term experiential was used as a synonym for on-site promotion and often annoyingly manifested itself as a brand lurking about a car park, shopping aisle or public venue. The fact that consumers can now publish their responses instantly to massive audiences means that brands need to be more strategic about how they incorporate experiential marketing. The experience that they offer needs to be something worth talking about. So, as part of its sponsorship partnership with the Armageddon event, V Energy brought in Colenso BBDO and Beryl to create an experience that fans would be willing to share.
Nigel Latta's recent programme about the evils of sugar certainly got Kiwis talking. And the food industry—and the marketing tactics it employs—came in for plenty of criticism, with sugary drinks given the hardest time. When you see footage of two-year-old children having their teeth removed because their parents put fizzy drink in their sipper bottles, it certainly makes it tough to celebrate marketing campaigns that help sell more of the stuff, but, as Peter Cullinane says, 'if it's legal to sell, it's legal to advertise', so here's to OMD New Zealand and Frucor, which have taken out Yahoo New Zealand's Digital Strategy Award for the Pepsi On project.
Frucor has well and truly proven its marketing chops with V, the country’s biggest energy drink brand—and one of the most progressive and ballsy advertisers. But with one in every two beverages sold in New Zealand being a soft drink, the future of the company required it to be credible in that space. Frucor is the bottler for the PepsiCo brands like Pepsi and Mountain Dew, and it's been on a mission to win the hearts and minds of younger consumers for a few years now, so following up the multi-award-winning Skate Pinball and Beyond the Wall campaigns, it's continued to target that market, releasing a series of nicely shot videos as part of the 'to get to easy you have to go through hard' campaign.
As part of our series dedicated to celebrating good work and inspiring a bit more generosity—with the help of the One Percent Collective—Aisha Daji Punga, Frucor's commercial development director and the recent winner of the marketer of the year title at the TVNZ-NZ Marketing Awards, looks at a few brands and agencies doing good, including Tip Top.
They take you on that journey’: Briscoe Group’s Fiona Stewart on partnering with Data Insight to deliver tangible business results
From cones on the Sky Tower to golf ball battle cart ads to motion-controlled music to Xbox giveaways for Call of Duty players to V Robbers where gamers could win part of 100K, Frucor has evolved its marketing of the fizzy green stuff to include its audience more and more. And now it’s even asking them to come up with the next campaign.
A new V Energy campaign launched via YouTube and Facebook by Colenso BBDO is offering consumers the opportunity to get their hands on a grand prize of a $20,000 experience. Hosted within the Vheadtohead Facebook app and promoted on billboards, can branding and through a YouTube pre-roll, the new campaign questions what type of 'V Head' consumers are and then encourages them to enter the competition by selecting one of four options: AdventureHead, PetrolHead, TechHead or MusicHead.
Frucor New Zealand is an undeniably brand and marketing-led company that has developed a reputation for innovation in product, communications and activation. And that attitude flows through the company directly from the office of chief executive Mark Callaghan.
Fresh Up, the 51-year-old juice brand, has had its first makeover in nearly 10 years with new spots from Colenso BBDO. The two TVCs show Kiwi blokes in situations where roaring your appreciation over the drink's thirst quenching properties are seriously inconvenient.
The dirty secret of gamification - which chairperson of our Game Developers Association Stephen Knightly defines as using game thinking and mechanics to engage customers and users - is that the psychology is nothing new. The good news is it still works.