V Energy Bugs are Back to Spread Positivity in Latest Campaign
Moving away from the traditional association of energy drinks and extreme sports, the relaunch campaign spreads positive energy instead, with the tagline ‘Can you feel it’.
The campaign sees the evolution of the ‘Bugs’ from the iconic TVC spots from the early 2000’s. In the new 30-second TV spot, the now human-sized bugs – Muzza, Kaz, Roz and Pook – personify energy, social connection and fun as they sing along to iconic upbeat soundtrack, Wham’s “Wake Me Up Before You Go-Go” on a road trip.
Working with multi-award winning production powerhouse Psyop has proven a winning combination, with the company’s best-in-class expertise of blurring the lines between advertising and entertainment clearly apparent in this campaign.
Says Jonny Croft, head of energy, Frucor Suntory: “Clemenger has created a campaign with some highly distinctive characters that reminds us V Energy can be enjoyed by everyone, challenging some of the conventions that exist around the energy drink category. We can all put a little positive energy out in the world through those everyday moments by getting together and having some fun.”
Says Chris Henbrey, senior brand manager, Frucor Suntory: “This campaign is all about reframing a category, broadening the appeal and challenging the status quo. It really captures the essence of the V Energy personality with creative that is aimed at connecting strongly with Gen Z and putting smiles on faces – at a time when we can all do with it.”
Says Darren Wright, executive creative director, Clemenger BBDO Sydney: “With the help of the amazingly talented crew at Psyop, we put four random bugs in a car and got them to sing along to the incredibly infectious “Wake Me Up Before You Go-Go” by Wham. It’s the perfect embodiment of V’s positive energy – and a fun way to launch the new positioning of ‘Can you feel it.’”
The fully integrated campaign launched on 23rd July across TV, cinema, digital/social and radio, to be followed by a TikTok campaign for Gen Z.
