V Fresh

The Problem

In the energy drink landscape, one defining feature permeated the category: artificial ingredients. Our goal was to reimagine the V Energy offering to increase product consideration and alter the brand’s perception as an artificial drink.


* Give Art Science is the sister company of The Conscience Organisation


The Insight

We prefer the things we consume come from natural sources.


The Solution

V Fresh

A pop-up beverage bar offering V-branded drinks made fresh from natural ingredients. Not only did this activation increase brand salience, positivity and meaning, it gave us a chance to mine insights on the fly from everyday consumers.

Activating at four different locations around greater Sydney allowed the team to uncover a range reactions from a variety of demographics, informing future NPD decisions.


The Results




Sales Uplift


Trial Increase





Social Interactions


V Fresh was a fantastic initiative!

It was about building confidence in the organisation – particularly in the brand team – that we could really stretch the brand and engage consumers in a new and different way.
— Cameron Davis, FRUCOR Beverages (CMO)
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