Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

V ENERGY DRINK & X-MEN: APOCALYPSE

Working across promotional strategy and ideation, packaging and point of sale design, we created the latest licensed consumer promotion for Australia’s #1 Energy Drink brand, ‘V’. The objective was to connect with target consumers by partnering with Fox for the launch of the next X-Men movie instalment – X-Men: Apocalypse, set to be the biggest X-Men movie of all time.

The promotional mechanic created required consumers to purchase specially marked packs of ‘V’ and enter online to win hourly prizes, ranging from a mutant-inspired adventure trip, to replica movie props, merchandise and double movie passes.

Creating striking pack designs for the promotion was critical for success. The creation of the bold X device ran across all packs and was coupled with the use of the movie characters. This design was executed across 15+ SKUs for both the Australian and New Zealand market.

For maximum impact in-store, we created an eye-catching key visual with a complex communication hierarchy across multiple point of sale pieces throughout the shoppers’ journey to the fridge. In addition, we developed bespoke pieces for different channels – P&C, Grocery and Route.

Frucor sales reps worked tirelessly to create customised displays in their accounts to ensure the shopper journey was interrupted by the scale of the display, and the promotion. Due to the large number of pieces we created, reps were able to up or downscale the size of the displays to suit individual retail outlets and worked with the retailers to ensure the display was the right size to work hard and drive sales.