CLIENT
Frucor Beverages
Mark Wiedermann, Marketing Director
Amanda Verardo, Head of Brand Development
Laura Pope, Senior Brand Manager
AGENCY
Rob Harding Smith, Planner
Rob Dougan, Head of Planning
Cate Stuart Robinson, Managing Partner
Ben Clare, Creative Director
Brendan Willenberg, Creative Director
Hanne Haugen, Senior Account Director
Marshall Campbell, Account Director
Stella Carnegie, Executive Business Director
Danni Dimataga, Account Director
SUMMARY
It’s amazing how pressure forces you to focus on what’s important.
This is the story of a brand under the threat of imminent failure. By the time this campaign launched, one major retailer had already delisted the brand and others were threatening to follow.
That pressure led to a desperate and ultimately rewarding search for truth within the OVI brand. It forced us to find real audience insights, reposition the entire brand and focus our efforts tightly on the most promising audiences and states.
And it worked. OVI has never been in better health with results stronger than ever.