Frucor Suntory appoints first CMO Oceania, launches V Refresh
Frucor Suntory, the beverage manufacturer responsible for V Energy, Boss Coffee and Maximus, has appointed its first ever CMO for Oceania, elevating Allison Yorston into its leadership team.
The appointment marks a new direction of growth for the business across the Oceania region, with the V Energy brand simultaneously launching a new product line, ‘V Refresh’, with a new campaign led by Yorston and created by Clemenger BBDO set to roll out this weekend.
In her previous role as Frucor’s marketing director of energy and transformation, Yorston contributed to the growth of Frucor Suntory’s energy drinks portfolio, last year reinvigorating the V Energy ‘Bugs’ campaign from the early 2000s.
Commenting on her appointment, Yorston said: “I’m proud to be taking the lead on our business’ marketing and creative programs and to play a part in building our portfolio of relevant brands and products that our consumers can enjoy.”
“Whilst Frucor Suntory is a multi-national corporation, we have a strong local presence in Oceania and I believe that local footprint – along with our amazing team culture, great work and consumer centricity – truly gives us an edge in understanding what Aussie and Kiwi consumers really want,” she added.
The latest iteration of the V Energy bugs campaign promotes the new V Refresh line to a new generation of energy drinkers, launching on free-to-air, BVOD, social and outdoor across Australia and New Zealand.
The TVC sees the characters take on a new adventure dancing under waterfalls and cracking open a can of V refresh with mates, honing in on the theme of “kicking off the afternoon with a refreshing drink”.
On the new campaign, Yorston said: “We know our consumers love the taste of V Energy but they are also starting to look for options that are better for them. This led us to develop V Refresh, a lighter and crisp tasting drink that still offers that iconic V burst of energy. The diversified recipe and vibrant contemporary packaging allowed for us to work with the team at Clemenger to create a launch campaign that was still connected to the heritage of the V Energy brand but could connect with a new audience.”
Chris Henbrey, V Energy marketing manager APAC said: “our loved V Bugs are back and are experiencing a new refreshing sensation. The cascading waterfall and relaxing oasis setting surrounded by good friends helps to communicate both the product benefits and occasions associated with V Refresh. As we drive awareness and curiosity with our new energy offering through this new creative we hope our consumers are inspired to also try something new.”
Darren Wright, executive creative director at Clemenger BBDO Sydney added: “When we launched the big brand idea of “Can you feel it?” last year we wanted it to be a platform to put positive vibes into the world. The V Bugs’ roadtrip to Wham! did that in spades. This time to launch V Refresh, the positive vibes danced under a waterfall to Kool & The Gang.”
Credits
Client: Frucor Suntory
Allison Yorston, CMO
Josh Wheeler, Head of Energy & Transformation
Chris Henbrey, V Energy Marketing Manager APAC
Marie Landrum, Head of V Product & Innovation
Nikki Apostolidis, Innovation Manager
Ryan Smith, Senior Media & Digital Marketing Manager
Kaan Kocabay, Assistant Media and Content Manager
Creative Agency: Clemenger BBDO Sydney
Darren Wright, Executive Creative Director
Miguel Gadea, Senior Art Director
Nathan Moraza, Senior Copywriter
Phil Pickering, Planning Director
Jo Howlett, Senior Producer
Conor Walsh, Group Business Director
Sean O’Shea, Senior Business Manager
Production Company: Psyop
Kylie Matulick, Todd Mueller, Directors
Production Company: Sedona Productions
Kim Wildenburg, Managing Director / Executive Producer
Animation and CG Partner: Milford
Supervisor/Producer: John Roxenhed
Lead Animator: Antonio Deiana
Media: OMD
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