The Campbell Soup Company is introducing what they hope is a younger audience to its products in a creative campaign for V8 Original Vegetable Juice.
‘The V is For Vegetables’ is the title of the latest work from Campbell’s, created by agency Anomaly, and its simplistic title is the sentiment the brand is trying to relay to its customers. Drinking V8 Original Vegetable Juice is simple, and simple, plant nutrition is unquestionably good for you.
“V8 is simple nutrition that is unquestionably good you,” said Janda Lukin, vice president of marketing-beverages at Campbell Soup Company. “We know consumers are now paying much more attention to the food they are putting into their bodies and they want to understand the benefits as well as how it fits into their busy lifestyles. Original V8 has no preservatives, no added sugars and a satisfying texture that comes from our unique blend of eight vegetables.”
This health message is meant to ring true with a slightly younger audience (45-plus) than the brand has typically targeted (65-plus). The new campaign hopes to engage consumers by speaking directly to them and answers the question about how V8 fits into their everyday lives.
“V8 is a convenient, satisfying snack with only 30 calories per serving. It is a great post-workout drink with natural electrolytes and as much potassium as a banana,” said Lukin, who added that in the past the brand has focused more heavily on television, but where the campaign will appear is just as important in reaching new consumers. “We’re capturing their attention where they are in the digital, e-comm space through social media, within health editorial and doctor’s offices, when they are thinking about health and nutrition.”
To reach the younger audience, ‘The V is For Vegetables’ campaign is 100% video based – a first for V8 – and will span multiple platforms including TV, digital video, social video and out of home video. There are six new videos in total, including two six-second videos available through Facebook.
Lukin hopes that courting a new audience for V8 will prompt people to give the juice a try as a mid-day snack or after a workout. “We hope that people will see how V8 can fit into their lives and that it is nutritious, great-tasting and satisfying.”
V8 will continue to talk to a younger audience because, as Lukin stated: “Consumers are revaluating personal decisions including how they stay healthy and in this convoluted health landscape, V8 offers a clear, convenient and nutritious solution.”
A new website for V8 will be rolled out soon to complement the creative campaign.