V Energy launches new ANZ brand platform with distraction message

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.

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in