Droga5 appointed to handle ‘brand invention project’ for Frucor
Drinks company Frucor, which owns brands such as V Energy Drink and mizone, has appointed Droga5 Sydney to handle a secretive major brand invention project, Mumbrella can reveal.
Droga5 chief executive Sudeep Gohil told Mumbrella: “We’re very excited about it. It’s great because they’re an awesome client who from the very beginning wanted to work very collaboratively with the agency and throughout the pitch process we spent a lot of time together workshopping things.
“So we’re very enthusiastic about that as they’re the exact client we love working with, the people who really want to roll their sleeves up and get their hands dirty.”
The agency will be working on a project to launch a new brand for Frucor, and while Gohil said he couldn’t talk around the specifics of the project, he said: “It’s the go to market piece and all the communications around it but the product itself has already been developed. We’ve come in pretty early on in the piece but its basically the communications side of it all.”
The win is a boost for the agency which last month lost lead agency duties for one of its biggest clients, Woolworths and some Cadbury chocolate and biscuit brands.
“You win some, you lose some. It’s just a case of getting back on the horse and we’re very excited about new clients and new people coming into the building. It’s actually a good time to be at Droga5 as we continue to move forward,” Gohil said.
At the end of March, it was revealed Droga5 had poached Havas ECD Steve Coll, who is set to join the agency soon.
“He starts in a couple of weeks time,” Gohil said.
Frucor Australia marketing director Cameron Davidson said in a statement: “When you are working in one of the most innovative categories in the world you want to work with the most innovative partners and Droga5 brings a unique approach to helping us develop our business
“We are looking forward to enjoying the fruits of their collaboration on this brand invention project.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Brilliant pop to get in from the start. Great work mate.
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I believe Up&Go Liquid Breakfast is a Sanitarium brand?
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Minor typo as Sanitarium own Up & Go – Frucor own Protein Revival…
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Droga5?? Does that add up in any way?
No.. but well done.
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Interesting. Looking at Frucor’s trademark applications that have yet to go to market, it looks like it could be Sparkling Fru and Sparkling Oh!
So fizzy fruit juice and sparkling water may be the double whammy. Most likely with vitamins infused.
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Who really cares.
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