Client: Frucor Beverages
Entry:"V" Urban Operations Manuals
Category: Stock Range Merchandise

When Frucor Beverages launched its new energy drink V into the New Zealand market it needed a promotional point of sale manual and range of brand merchandise for its sales people to use that fitted the 'cool and funky' positioning if the brand.

The manual and merchandise was used to by the sales team to present, plan and implement their own tailor made promotions within each specific account or customer from supermarkets and service stations to bars and cafes. Sales reps would use the mechanise as an incentive s to offset the cost of promotion with accounts or to outfit the staff of customers such as cafes and nightclubs.

They would also be used to achieve a higher level of brand consistency for V activities as the marketing team began a rollout into new countries and markets.

Frucor New Zealand has more than 60 sales reps who called on 10000 retailers. In promotions, the target was the million n18 to 34 year olds in New Zealand. The merchandise had to reflect the brand values and appeal to that market.

August Dean promotions had the job of working with Frucor to select, source and brand a large range of promotional merchandise items for the catalogue that encapsulated the brand and would create excitement and as positive attitude towards the brand.

 The result was the "Urban Operations Manual" Catalogue and range of 'Out-there' merchandise. It used an army combat-style theme with products that ranges from V branded palm pilots, hip anoraks and beanies to snowboards and sunglasses and even a "V" shaped island going cheap. The catalogue was enclosed in a camouflage green carry bag.

Trevor New man
Senior Brand Manager (2000)
Frucor Beverages NZ