Summer is a highly competitive time for drinks category and so winning physical availability early in the season is critical. Bamboo was tasked to unlock off shelf feature & display in store to disrupt the shopper journey and drive V penetration of 18-24 year old drinkers.
In an age where everything is image-crafted, looking bad for a day can be very liberating. Christmas is the one time to embrace our inner nerd and while you’ve heard of the ‘Ugly Christmas Jumper’ we created the Aussie version – ‘The Ugly Christmas Vest’ (your welcome). Then we invited consumers to ‘get V-estive’! Being super clever designers we turned our hand at vest patterns and created a beautifully balanced design. This instant classic was the hero visual across all major touchpoints including V packaging. The mechanic was simple and immediate with ‘win instantly’ via unique code on pack. A microsite and social amplification took our vest digital and amplified the idea and created mass conversation and demand, which ultimately drove new and loyal shoppers into store. Retailers exclusives added value and further expanded the V brand share of voice in store over summer.