Frucor’s energy drink V Energy and BRING, Universal Music Australia’s creative agency, today announced a multi-year strategic partnership to help define and drive the beverage brand’s culture through music entertainment strategies, alongside the launch of a new consumer platform.

The V Energy brand has continued to resonate strongly with Australian and New Zealand consumers for more than 20 years and is now poised to reach a new generation.  V has previously engaged with music culture, and as the music landscape and Gen Z culture evolves, V is re-energising its appeal to impact a broad and diverse audience.

V Energy’s music strategy has already commenced, with the brand looking to execute in 2021 and beyond.  Jonny Croft, V’s Head of Marketing at Frucor, added: “We’ve been impressed with the ways in which BRING use big data to inform strategic and creative thinking.  The strategy we are building alongside BRING and the team at Universal Music will allow us to have a unique voice once more, exciting Gen Z music fans while ensuring our existing customer base remains deeply connected to the brand.  We want to add to music culture, not badge it and we can’t wait to launch something meaningful next year.”

Adam Ireland, General Manager of BRING, said: “When Jonny and the V Energy team approached us with a genuine thirst to more widely engage Gen Z, we immediately recognised we could help them authentically reach this new and engaged generation.  Connecting to these young and savvy Australian consumers, brands need to impact culture, or better yet, create it on channels where these consumers are already engaged.  V Energy is dedicated to that journey and we can’t wait to share their unique Voice in Culture with a generation of new consumers seeking unique music experiences.”

Leveraging insights, data and expertise from Universal Music Group, the world leader in music-based entertainment, BRING is able to develop deep insights into music for brands. BRING’s unrivalled analytics tools allow the agency to identify strategic opportunities in music that will connect with fans and exceed clients’ business expectations.

BRING utilises proprietary tools developed by Universal Music Group for Brands (UMGB), Universal Music Group’s global brand network present in more than 60 markets, to add further value for clients.

James Griffiths, Executive Creative Director at BRING, adds: “One of our most valuable tools for brands is ‘Viewpoints’. Using both global and local quantitative data, we are able to showcase how brands are perceived by fans.  We can then match their brand to artists with similar attributes and behaviours, and actively work across consumer perceptions. With V, we are now on the exciting journey of leveraging this data to inform the ways in which we partner with artists and engage with fans.  With a new consumer platform already in development with BRING, we’ll unleash the brand’s “Make it Happen” ethos soon, in smart, original and authentic ways that provide a unique perspective.”