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.
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.
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.
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.
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 latest batch of Advertising Standards Authority’s upheld deals a blow to V Energy, Countdown and Carl’s Jr.
Colenso BBDO continues the age old tradition of microsite campaigns with its latest work for V Energy drinks, while finding time along the way to promote light robbery.
Beginning as just a way to use up leftover apples in the 1960s, one of New Zealand’s classic juice bevvies, Fresh up, is celebrating 50 years of production this month.
Just as New Zealand’s advertising industry is world renowned, so too is the local market research industry, routinely succeeding in the face of tight budgets, big tasks, and an ever-increasing need to do more with less. And the people and companies behind some of the industry’s recent achievements were acknowledged at the 7th biennial Market Research Effectiveness Awards at the Hilton last week, with Ipsos coming out on top as the supreme winner for the third time in a row.
It’s been featured in Wired, the Huffington Post (“a virtual reality explosion”), The Daily What (“a prototype for Skrillex’s inevitable 2017 Super Bowl half-time show) and a fair bit here on StopPress. And the V Motion Project has started its experiential journey into the public domain, with a surprise in-cinema activation showing the technology in effect on the big screen.
New Zealand is one of the only markets in the world where Red Bull isn’t the number one energy drink. That title is held by Frucor’s V, and it got there through a combination of savvy NPD and a series of brilliant campaigns. Given what’s come before, it’s always going to be a challenge to raise the bar creatively, but Colenso BBDO and Frucor have given it a good nudge with their latest effort, the V Motion Project.
Frucor, with the help of its long-time agency Colenso BBDO, maintained its consistency in 2011, with V continuing its run as one of the country’s most innovative brands and Mountain Dew Skate Pinball taking experiential marketing to a whole new level of massiveness. Marketing director Scott Wright spills the beans.
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 …
The 2011 TVNZ-NZ Marketing Awards were dished out last night at the Langham in Auckland in front of around 450 industry bods and a host of game changers and bar-raisers—some well-accustomed to collecting such awards, some venturing up on stage for the first time—were announced. But it was Progressive Enterprises that came away with the most coveted award of the night for merging three of its supermarket brands into one and forging a bold new positioning based on an enhanced definition of consumer value.
… (except from vending machines) as Karl Fleet departs Colenso to sit on a throne in the Campaign Palace, Interbrand welcomes a new senior designer, Andrew Spear takes up the rod at NZ Fishing World, PPR shacks up with big comms behemoth Burson-Masteller, Frucor drinks in a new chief executive, Keiran Frost moves up the Orange chain and TVNZ renews its free-to-air deal with Warner Bros.
It’s obviously a day to celebrate the peddling of sugary beverages. Colenso’s latest V campaign for Frucor just took out the May edition of Colmar Brunton’s Ad Impact Award and, to welcome three new flavours of Mountain Dew to the Frucor stable, the agency also just launched what its managing director Nick Garrett believes is the best thing they’ve done in years: skate pinball.
With the monster truck, rocket man and ladders campaigns, Colenso BBDO’s marketing initiatives for V have gained a well-deserved reputation as attention-grabbers and conversation starters. And its latest push, which features a large paintball truck splattering humpty dumpty on a wall, has done it again, tickling consumers pink in May’s Colmar Brunton Ad Impact Awards.