Frucor

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.

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The Results

 

ROI

174%

Sales Uplift

34%

Trial Increase

175,000

 
 

Reach

13,000,000

Social Interactions

1,000,000

 
 
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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