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
