V Energy / The Massive Hit

The energy drink category has traditionally offered up variations of the same theme: extreme sports, monster trucks, and a lot of larger-than-life energy. But we knew Aussies and Kiwis were drinking energy drinks not to do the impossible or defy gravity, but to pep up for a day at work, get through a big to do list, or just generally be a bit better at life. As the local brand needing to carve out our own place, we leant into this opposite approach, creating a brand platform that did what it said on the tin: The Massive Hit That Improves You A Bit. Over several years, we used this idea to launch NPD, create music videos, hijack elections, and everything in between. And best of all, we saw V become the market leader in NZ, and #2 in Australia.