V is the energy drink from Down Under, imported to Sweden by Spendrups. Blended from natural guarana, V stands for ”vitalize” – to give power, energy and strength. It’s loaded with an Australian mindset and carefree approach to the challenges of life. V is leaned on its “Down Under” heritage to encourage Swedes to have amazing experiences with their mates.
V is currently a very small fish in a big pool with huge competitors. As a new player on the Swedish market, V wants to become an alternative to Red Bull. Though, we need to recognise that our ambitions are greater than our resources. In all markets, we have small spend.
Our task was to get "V" top-of-mind with young Swedes.
- Sell as many cans of V as possible over five weeks.
- Breed positivity. Ensure that consumers are NOT indifferent to V.
- Involve people in the campaign and make them share their brand experience on social media.
We are targeting people who share and buy-in to our point of view on the world. V is for Radiators, those that are natural generators of energy for those around them. Those quirky, playful, down to earth people who look to create and share extraordinary experiences with others.
Current consumers reaching for the energy door (where V is located) is heavily concentrated towards 15 to 24-year-old males. Current consumers reaching for the total soft drink door is concentrated towards 15 to 35-year-old males and females.
Tone of voice:
- Quirky (surprising, unexpected, unconventional)
- Playful (fun, positive, not overly serious)
- Down to earth (grounded, accessible, relatable)
We challenged our target audience to a competition on Facebook – The V Green Energy Experiment – where energy was needed. And V. The winner was the one who could press the V-key on their keyboard the most times during 15 seconds.
Many pressed the V-key quickly. Some very quickly. And some impossible quickly. Instead of banning those who cheated, we opened a parallel competition for them – The V Green Energy Experiment Cheat Edition.
The V-key was pressed 581.000.000 times, which equals 65 times per Swede. The campaign got viral in social media and our posts had millions of shares and views.
There was no doubt about which energy drink brand that was top-of-mind within the target audience.