Energy drinks pitches to younger demographic with message to help procrastination through distraction, while overarching strategy is about empowerment
V Energy has launched a new brand platform in Australia and New Zealand with a pitch to Gen Z and younger Millennials to escape the ‘Procrastination Place’ to counter the problem not getting on with things in most distracting time in history.
The first phase of the new ‘Make it Happen’ platform, which was developed by Clemenger BBDO Sydney, and incorporates TV, cinema, digital, social and out-of-home (OOH) advertising and features a film drawing on meme culture based in the Procrastination Place.
Frucor Suntory head of consumer marketing, Jonny Croft, explained to CMO there is a deliberate strategy to position V Energy as a productivity tool in a time of increasing distraction and what has been termed the “attention economy” in the wider context. The aim is to send the message V Energy provides the energy to help unleash yourself from whatever is holding you back, starting with procrastination.
“Creatively speaking, procrastination is the perfect starting place to express this message to an audience who told us they are often their own worst enemy in getting done what they want to do in life,” said Croft.
It was a strategic category leadership choice to develop a new brand platform, he continued. The previous Australian brand platform, ‘Massive hit that improves you a bit’, was successful for the energy brand in speaking to consumers in the existing category, but as a platform it was not doing enough to shift category considerers into category consumers.
“We believe the Make It Happen platform will open up both category and brand to a whole new generation of consumers across the Australian and New Zealand markets,” Croft said.
Croft told CMO the brand believes procrastination is a common problem and speaking to that problem opens up a lot of opportunities.
“V Energy now has a role literally wherever and whenever a young adult is procrastinating and not getting done what they want to get done,” he said. “As a brand thought, mixed with our unchanged V Energy personality, it has challenged not just media, sponsorship and partner strategies, but perhaps the very product pipeline.”
In terms of the wider brand strategy, the big picture message the FMCG is hoping to get across to consumers is about empowerment towards action and goals. While Croft said it's not quite ready to start dispensing lifestyle advice, consumers have told them they need whatever they can get to help them overcome procrastination and the energy to follow their passions.
“For young adults, online distractions and option paralysis are at an all-time high, so we see a huge opportunity for V Energy as their wingman to Make It Happen. This strategic thought is a rich territory for our future marketing activities,” he added.
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