Frucor Suntory’s V Green is getting a design refresh for the first time in 26 years, with enhanced flavour and updated packaging.
Frucor Suntory says the new packaging design reflects ‘beaming positivity’ while capturing the 'bubbly, fun and refreshing taste' that V Energy is known for and will feature across the range.
Chris Henbrey, V Energy marketing manager, told PKN, “In close collaboration with our agencies, we breathed new life into the logo's design. We teamed up with TBMC to develop the concept, and Red Cactus executed the design rollout across the entire V Energy range, including application across the various flavours and formats.
“The V Energy logo boasts a rich 26-year history and is a distinctive brand asset, instantly recognisable to consumers. Our decision to update this iconic logo was driven by a singular objective: to maintain our commitment to creating positive energy while adopting a fresh and contemporary look,” he added.
Frucor Suntory chief marketing officer Oceania Allison Yorston said the refresh had further refined what consumers already enjoyed based on research insights.
“It is iconic and we know Aussies reach for V Green when they want a burst of energy and joy to help them through the day. The new taste is everything people already love, with more of the best bits.
“The energy drink category is experiencing impressive growth. The updates to V Green reflect our willingness to continue to innovate and drive the category forward to give consumers what they want. By changing V Green – both from a flavour and design perspective – we believe we have met the needs of existing drinkers and new ones,” said Yorston.
Over the next few weeks, consumers will notice the new 250ml green cans popping up in stores across Australia, followed by larger cans and bottles.
The entire V range will follow the lead of V Green with new-look packaging as part of the roll-out from this week.