V Energy enlists emerging rapper Lil Pup for new Australian campaign
V Energy has launched the latest installment in its ‘The Massive Hit That Improves You A Bit’ campaign, as it looks to increase brand awareness.
The new ad, "The Rapper" features emerging rapper Lil’ Pup facing off with a V-drinking version of himself. The Australia-wide campaign rolled out this week and includes TV, digital, cinema and OOH activity.
The spot continues to build on the idea that drinking the energy drink will make you marginally better than yourself.
The campaign originally launched in 2013 in a bid to differentiate V Energy from rivals Red Bull and Monster, who were dominating the energy drinks category with high-energy, stunt-driven advertising.
Ben Clare, creative director at TKT Sydney, the agency behind the campaign, said: “The V brand didn’t have a distinct positioning in the market so we decided to shift away from any sensational claims and take an honest and humorous approach. That’s where ‘The Massive Hit That Improves You A Bit’ came from and we built the creative platform from there.”
Clare said the campaign has helped to lift the brand in terms of market share, with V Energy snatching the number one spot in the energy drinks market, ahead of rival Red Bull.
The brand has also seen “significant increases” in brand performance, brand consideration and purchase frequency, as well as continued year-on-year growth.
'The Rapper' was directed by Finch’s Benji Weinstein and shot on location in Miami.