V8 And The Neighbourhood ‘Unleash The Veggies’

Arnott’s-owned juice brand V8 has launched a disruptive new campaign aimed at communicating the nutritional benefits of its Power Blend vegetable juices, in a market dominated by traditional fruit juices.

With two serves of vegetables in every glass, V8 delivers a full on hit of veggies. Rather than taking a conventional approach centred around “sneaking in some veg”, The Neighbourhood and VFX gurus The Goodman Brothers built a creative proposition that deliberately deviated from category norms and behaved with an energy all its own.

“Whenever people taste V8, they ‘unleash the veggies’ and experience something totally different to what they get from other juices”, said Rebecca Carrasco, creative lead of The Neighbourhood. “To bring that to life, we created giant, animated, vegetable characters whose sole mission is to run riot and to wield their particular flavour of mayhem in real, everyday, juice-drinking situations.”

Sapphira Nolan, brand manager, V8, said: Despite being the number two ambient juice player, V8 still has a strong opportunity to increase brand awareness by communicating our distinct point of difference. This campaign was designed to break away from category norms; shifting consumer perceptions of juice by showcasing our great tasting range but focusing on the vegetables – our heroes!

The campaign is live, will run for eight weeks, and features a 15 second spot, as well as proximity OOH, in-store, social and digital.

Agency: The Neighbourhood via Publicis Groupe

Client: The Arnott’s Group

Jenni Dill: Chief Marketing Officer

Amy Wagner: Director PR, Social & Digital

Ranita Cowled: Marketing Director

Sapphira Nolan: Brand Manager

Emelia Mc-Adam: Integrated Communications Manager

Barbara Edwards: Consumer Insights Manager

Chief Client Officer: Helge Gruettke

Senior Business Manager: Dan Beer

Media Lead: Marrion Bell

Executive Creative Director: Rebecca Carrasco

Creative Director: Michael Barnfield

Senior Copy Writer: Anton Posa Senior

Art Director: Simon Oneil

Director: Armand de Saint-Salvy E

xecutive Producer: Tim Pietranski

Producer: Sophie Elliott Editor: Aleks Manou

Sound: Shane Vancuylenberg

Animation: Goodman Brothers

Media Account Director: Alice Duong

Media Account Manage: Kate Crimmins

Media Account Co-ordinator: Mackenzie Cowan

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