V Energy Brings Back The Bugs In Fresh Campaign Via Clemenger BBDO Sydney

V Energy Brings Back The Bugs In Fresh Campaign Via Clemenger BBDO Sydney
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



V Energy Drinks are serving up a big dose of the positive feels the world needs right now, with a new campaign from Clemenger BBDO Sydney.

Moving away from the traditional association of energy drinks and extreme sports, the relaunch campaign spreads positive energy instead, with the tagline ‘Can you feel it?’.

The campaign sees the evolution of the ‘Bugs’ from the iconic  TVC spots from the early 2000’s. In the new 30-second TV spot, the now human-sized bugs – Muzza, Kaz, Roz and Pook – personify energy, social connection and fun as they sing along to iconic upbeat soundtrack, Wham’s “Wake Me Up Before You Go-Go” on a road trip.

 

Working with multi-award winning production powerhouse Psyop has proven a winning combination, with the company’s best-in-class expertise of blurring the lines between advertising and entertainment clearly apparent in this campaign.

Frucor Suntory head of energy Jonny Croft spoke to B&T about the campaign.

“The bugs are living V history,” he said. “You probably saw them in the early 2000s. And there’s huge latent memory structure around the bugs as well, particularly with the consumers in New Zealand, some of the slightly older consumers.”

“The older consumers really did the bugs [and] I think the younger consumers also really love them as well, because that kind of visual style is really culturally relevant, even with the younger adults.”

“I think we can all do with some positive energy in everyday moments, and I think that V is a great way to add a bit of fun energy and good vibes to your day. That’s really what we want consumers to take out.”

Clemenger BBDO Sydney executive creative director Darren Wright said, “with the help of the amazingly talented crew at Psyop, we put four random bugs in a car and got them to sing along to the incredibly infectious “Wake Me Up Before You Go-Go” by Wham. It’s the perfect embodiment of V’s positive energy – and a fun way to launch the new positioning of ‘Can you feel it.’”

Speaking about the Clemenger BBDO partnership, Croft said, “we work really well together. It’s a very collaborative, very tight partnership, and it’s one where we constantly challenge ourselves on the work to make sure that we are really putting the consumer at the centre of our thought.”

“[We’re also] really thinking about how we do things differently to stay culturally relevant, and really keep moving the brand onwards.”

“It’s a relationship where…we have a lot of trust.”

The fully integrated campaign has launched across TV, cinema, digital/social and radio and will be followed by a TikTok campaign for Gen Z.

Croft reflected on the TikTok campaign, saying, “TikTok is a vehicle which is just getting so much traction, particularly with that younger adult demographic, and you can find consumers there [that] we might have trouble finding other places.”

“It’s different, right? Because it’s so much more about the one to one experience, and very much about entertainment…it’s a really different way of thinking about things.”

Please login with linkedin to comment

Clemenger BBDO Sydney v energy

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]