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.
We launched 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, V Fresh allowed the team to uncover a range reactions from a variety of demographics, informing future NPD decisions.