Colmar Brunton Most Authentic Brand: Frucor and V
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.
Crucially, 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 Creativity, valued 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
Valentine
September 7, 2011
Will need a V drink to go to sleep? could be a new segment :) – product line extension…101 – it works well –
until people realize how nasty this drink is and V will get into water business?? I love V…nope.
Evangelia Henderson
September 20, 2011
Amazing – still love watching this ad- one of the best ever !! well done guys Love V !