V Energy is market leader in energy drinks in Australasia but in Europe they only have a 1% share. In order to grow their business we built a communication platform to bring to life their challenger identity. V Energy is all about positive energy and we chose to do something about online trolling and cure every troll on the web with V-hab.
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Getting V Energy on the shelves
Before we launched our pan-European consumer campaign we had to make the trade aware of the product and the brand launch. We selected the key Account Managers of each important retail outlet and sent them a personalised freestyle rap video, explaining exactly why to stock up on our energy drink.
The ‘Who’s In?’ Button
Cuervo’s ‘Who’s In?’ campaign calls out and celebrates instigators across the globe. The campaign taps into a universal insight about friends and tequila, that every social group has an instigator – the guy who always makes things happen – and that nothing plays to the instigator’s sense of fun, adventure and spontaneity better than the Cuervo Moment. In order to make more of these moments happen, Cuervo provides instigators with the ‘Who’s In?’ Button to rally their friends for fun nights out together.
We’ve entered the campaign for the 2013 Webby Awards. Fingers crossed!
Cuervo’s new global platform
In October 2012 we introduced Cuervo’s latest ‘Who’s In?’ campaign. Launching internationally across TV, online and featuring unique experiential activity in each market, the campaign focusses on one of life’s universal character-types; the instigator.
Making Cuervo the most talked-about spirit
When we started working with Jose Cuervo, they were the undisputed king of the tequila category. But the category itself was under-developed. So instead of taking market share from other tequila brands, we set out to steal vodka’s place as number one shot. And keep it.
Valdemar Domingos 