Frucor Suntory promotes newly launched ‘V Pure’ energy drink in latest campaign via TKT Sydney
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To help launch V Pure, an energy drink with five naturally-sourced ingredients, TKT Sydney has teamed up with FINCH’s Benji Weinstein for the fifth time to create another installment in V’s, ‘The Massive Hit That Improves You A Bit’ campaign.
V Pure is a game changer in the energy drinks category – providing more choice for Australians seeking an energy-boosting drink with naturally-sourced ingredients, and no added sugar or artificial flavours.
TKT Sydney said: “It’s fun to build on the huge success of V’s previous campaigns. But like the drink itself, we wanted to reinvigorate the format this time around with a little self-awareness and a cast of badass warriors.”
Frucor Suntory commented: “V has been able to drive category growth for many years through innovation and consistent communication. We’re excited that with the launch of V Pure, we’ll be able to continue driving category value and keep building on our successful comms platform.”
Supported by a $5.5 media spend, the campaign launches October 2nd with a 30″ and 15′ TVC. Cinema, digital, social and OOH will roll out across October, along with the biggest shopper and in-store activation campaign in the brand’s history.
Client: V Energy, Frucor Suntory
Marketing Director: Mark Wiedermann
Head of Energy: Karl Davies
Senior Brand Manager: Lennart Sipsma
Senior Brand Manager: Emma Raymond
Creative Agency: TKT Sydney
Public Relations: Porter Novelli
Media Agency: OMD
Production Company – FINCH
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Emma Lawrence
Director of Photography: Andy Commis
Production Designer: Neville Stevenson
Costume: Kylee Strathdee
Editor: Dave Whittaker (The Editors)
Grader: Ben Eagleton
VFX: Fin Design + Effects
Sound: Otis Studios
23 Comments
Finally, a funny ad for women with funny women. I LOL’d.
I love this campaign. And I love this execution. Well done!
Same same but funny. 15 is fucking hilarious.
I love this campaign. And I love this execution. Well done!
Proving to be a good campaign this one. Funny stuff. Great performances.
15 made me do a lol out loud.
Haha, 15 is awesome… well done.
So now that everyone from TKT has commented…
Hello @lady, @a fan, @Dewd, @JW, @Lolol and @Yarp,
I noticed your earnest and sincere comments re your TVC. I say “your” because as noted by Observer, it is obvious that you all work for TKT. I mean, why else would you” lol” so loudly or find the performances to be so fantastic, if you weren’t the planner/suit/production manager/receptionist from TKT?
Here are a few tips for next time (and for every other agency ordering its lackeys to pump up the positive comments):
1) Stagger your comments so that they appear peppered throughout the thread of vitriol against your shitty work, so that it doesn’t become as obvious as a gerrymandered voting bloc that you’ve all gone online at the same time.
2) Keep your comments low-key. Expressions like “I laughed out loud until I pissed myself” or “awesome performances” in the face of shit work is not going to cut it in the credibility stakes – everyone will know you were ordered to write a stupid gushing comment.
3) Pretend you are real fake news: make a positive statement but make it sound like a grudging comment, a backhanded slap (i.e., mask the gushiness).
4) And last, but not least, why not save that piece of shitty work for the Xmas blooper reel rather than sacrifice every person by putting their name on a list of credits, and your agency’s reputation, by NOT sending it to CB in the first place?
Sorry, really hard to watch guys. Humour is tough, really hard to do well and these spots prove this.
wow, plenty of sad cunts hanging around the CB comments section today. It’s a long weekend. Go out and enjoy the sunshine, and get some perspective.i don’t work at TKT and never have, but I still think these are funny. That’s the thing about humour. You don’t need to overtthink it.
@tip, get some help buddy. You don’t sound like you’re in a good place.
Everyone is so fucking negative in this industry it’s really depressing.
Sure, this isn’t the TVC your TVC could smell like. But it’s a lot better than the absolute crap coming out in this industry.
Has anyone noticed a trend?
Growing number of shithouse comments from people being negative about everything.
The work today is way shitter than the work coming out 5 years ago.
Clients are slashing their budgets.
Wake up, shut up and realise the skull-numbingly shithouse affect your comments have on the industry as a whole.
My opinion doesn’t matter. But since everyone needs to have one: Well done on getting an idea out that will make people chuckle. Am sure it’s not the greatest thing you’ve ever done, but pretty sure you’ll do even better next time. Thanks for giving me small hope that not every client is a piece of crap that doesn’t approve anything remotely creative and / or / funny.
One campaign to far for this idea.
Like it round 1 and 2. The latest rapper one is a little lame but stills pass.
This one falls well short and for me shows how lazy the team is to think the idea can be stretched further, and by making it all female adds something new.
Poor way to launch another flavour.
I find the comedy timing is out, but the performances seem good.
I was one of the commenters. I don’t work at TKT. I liked the 15. It made me laugh. And I think that’s worth a comment because as others have mentioned, making enjoyable work is hard and getting harder. But also, because no matter what you make, there’s bound to be at least one miserable person (probably more) who shits on the work from a height because it makes them feel better about themselves.
What you wrote was not constructive criticism. It was miserable. It was designed to make other people feel miserable. And our industry does a good enough job of that on its own. @cutsbothways showed you can have an opinion without being destructive.
I am not going to say “go back to your EDMs” because maybe you’re an incredibly successful, highly awarded creative, but you seem genuinely unhappy. So here’s a tip in return, rather than spreading negativity on this blog, maybe go for a walk.
@tip Jesus Christ… you need a reality check buddy. Reading your comment actually made me sad to be working in this industry. Why go to so much effort to put this work down?
The negativity on campaign brief is nauseating. I used to enjoy reading the occasional bit of snarky commentary, but now I find it really disheartening. It’s toxic.
FYI – I work in Melbourne, and don’t know anyone who worked on this campaign.
@Tip, well said. I thought I was going crazy when I read the 1st 7 comments…
I work at an agency in Melbourne. Stop wasting time and get back to finishing that brochure you’re working on.
Didn’t mind em’.
Not amazing but entertaining none the less.
me: you guys should just take a chill pill.
me on a V: you guys should take a chiiiiiiiilllllll piiiiilllllllll
Hi @tip, I don’t work at TKT. Never have. Not that you’d probably believe that, I’m sure you think that in your own self-delusion you’re right and everyone else in the whole damn world is so wrong wrong wrong.
But the fact that you’re posting on Campaign Brief on a Friday night at 11:30pm (sorry, 11:28) before a long weekend says a lot.
Also, still find the ad funny. Watched the 15 about 5 times over and kept laughing at myself like a sicko. THANKS FOR THE LOLS, TKT.
Finally an advertisement that appeals to women
I thought it was funny ! Makes a change from the usual tv ads which bore me silly so much that I rarely watch any commercial tv.