V Energy brings back the bugs to spread positivity via Clemenger BBDO Sydney campaign
Australia’s energy drink V Energy is tapping into some much needed positivity in a new campaign from Clemenger BBDO Sydney and OMD which launched late last week.
Moving away from the traditional association of energy drinks and extreme sports, the new campaign focuses on positive energy instead, with the tagline ‘Can you feel it’.
The campaign sees the evolution of the ‘Bugs’ from the TVC spots from the early 2000’s. In the new 30-second TV spot, the now human-sized bugs – Muzza, Kaz, Roz and Pook – personify energy, social connection and fun as they sing along to iconic up-beat soundtrack, Wham’s “Wake Me Up Before You Go-Go” on a road trip.
Frucor Suntory’s head of marketing V Energy, Jonny Croft, said: “Clemenger has created a campaign with some highly distinctive characters that reminds us V Energy can be enjoyed by everyone, challenging some of the conventions that exist around the energy drink category. We can all put a little positive energy out in the world through those everyday moments by getting together and having some fun.
“OMD are our media partners who we’ve been with for quite some time. We try to stay long-term with most of our partners. I think those long-term partnerships work better, as we develop a deeper understanding of the ownership of these kinds of projects. It also creates a high-level of trust too.”
Croft added: “We didn’t want to just appeal to energy drinkers, we wanted to appeal to new drinkers. It was really to broaden the appeal of these drinks and working closely with our agency partners like Clemenger, getting really close to consumers, rather than clap masculinity and aggressiveness, which you often see associated with energy drinks. This campaign is really to help people radiate good vibes which is what we all need in the current climate.”
Frucor Suntory’s senior brand manager, Chris Henbrey, added: “This campaign is all about reframing a category, broadening the appeal and challenging the status quo. It really captures the essence of the V Energy personality with creative that is aimed at connecting strongly with Gen Z and putting smiles on faces – at a time when we can all do with it.”
Clemenger BBDO Sydney’s executive creative director, Darren Wright, said: “With the help of the amazingly talented crew at Psyop, we put four random bugs in a car and got them to sing along to the incredibly infectious “Wake Me Up Before You Go-Go” by Wham. It’s the perfect embodiment of V’s positive energy – and a fun way to launch the new positioning of ‘Can you feel it.’”
The fully-integrated campaign launched across TV, cinema, digital/social and radio, to be followed by a TikTok campaign.
Creative Credits
Client: Frucor Suntory
Director of Energy and Transformation: Allison Yorston
Head of Energy: Jonny Croft
V Energy Senior Brand Manager: Chris Henbrey
Media Agency: OMD
Senior Media & Content Manager: Ryan Smith
Assistant Media and Content Manager: Kaan Kocabay
Clemenger BBDO Sydney (Creative Agency)
Executive Creative Directors: Darren Wright and Brendan Willenberg
Senior Art Director: Miguel Gadea
Senior Copy Writer: Nathan Moraza
Senior Producer: Jo Howlett
Chief Strategy Officer; Lilian Sor
Group Business Director: John Kim
Senior Business Director: Rachel Robinson
Senior Account Manager: Gina Talboys
Planning Director: Graham Sweet
Production Company: Psyop
Directors: Kylie Matulick, Todd Mueller
Senior Producer: Andrew Gilson
Production Company: Sedona Productions
Managing Director / Executive Producer: Kim Wildenburg
Animation and CG Partner: Milford
Senior Sound Designer: Andrew Stevenson, We Love Jam
Music Supervision: Level Two
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Chris Henbrey
Clemenger BBDO Sydney
Darren Wright
ECD
Frucor Suntory
head of marketing
HOE
HOM
Jonny Croft
SBM
senior brand manager
V Energy
V Energy Drink
