BACKGROUND
V launched in the Australian market in 1999 and is referred to as "Australia's favorite energy drink'. Made with caffeine, vitamins and guarana berries which Amazonian Indians would chew to get more energy. Known for it's cheeky, quirky sense of humor and it's positive full of life attitude.
Energy drinks are the fastest growing beverage sector in Australia according to figures from IBIS World and in 2004 the category was worth $325 million. Red Bull and V control 90% of the market with Mother in a distant third with 2.3% of the market.
PROBLEM
V is a New Zealand company that has expanded into Australia, U.K., U.S., and into parts of Europe. Over the years V has had inconsistent communications both internally and externally across markets often. V may be known for being quirky in it's marketing but the lack a 'big idea' or overall brand positioning that all current and future campaigns can correlate to create a more cohesive brand and clear messaging is detrimental to the brand.
ENERGY DRINK MARKET POSITION MAPPING
OPPORTUNITY
To position V as the antithesis of sporty/macho to create differentiation in the energy drink market while simultaneously establishing the brand as part of the emerging geek/knowledge culture
INSIGHT
PROPOSITION
SUPPORT
V gives you a sustained energy boost without the caffeine buzz or crash
INSIGHT
The need for recognition among peers is creating new ways to get your status fix beyond luxury consumption. Knowledge is a new form of social currency - allowing you to flaunt your fun-facts, data recall or schmooze in another language to gain acceptance or street cred.
BENEFIT
BENEFIT
Energy boost for higher levels of thinking
PROPOSITION
Unleash your inner geek
SUPPORT
V gives you a sustained energy boost without the caffeine buzz or crash
TARGET AUDIENCE
18 - 35 year old Millenial Men
