Objectives
- Develop an in-store on campus retail loyalty campaign for V Energy drink to drive awareness and sales on university campuses nationally
- Target student/youth market via in store ACUMA retail outlets
- Increase popularity of V energy drink on campus maintaining winning market share
Activity
- National campaign to over 80 retail outlets on campus across the country
- Campaign included a loyalty card promotion, POS, POD publicity material and mobile content creation
- Consumer Point of Sale promotion featuring free mobile content giveaways and product redemption
Communication
- National in-store publicity campaign to support activity
- National print Ad campaign in student/street media
- National PR campaign to student and street press
- Online promotional and editorial activity
Results
- 12% average uplift in sales across the whole range of Frucor V products
- Successful PR campaign raising awareness and credibility of V on campus
