V’s relationship with Fox Studios unlocked a partnership opportunity to coincide with the release of the Deadpool 2 movie. The character Deadpool is a great brand fit with ‘V’, sharing the same cheeky and irreverent tone of voice. The high profile of the movie also provided a great opportunity to create brand fame for ‘V’.

The objective of the campaign was to recruit ‘V’ drinkers back to the brand and to inject growth back into the Energy category.

The campaign, created by Saltmine, kicked off with an on-pack promotion for a chance to win $50,000 per week for 8 weeks. To enter, consumers simply needed to buy any specially marked promotional bottle or can of V Energy Drink and post a picture on Facebook or Instagram, including the hashtag #ineedvenergy. One winner was selected each week for 8 weeks, for a 1 in 100 chance to win $50,000 each.

Saltmine developed a strong promotional design that worked successfully across both the packaging and point-of-sale suite, ensuring the ‘V’ brand was number one in the communication hierarchy. Large off-location displays were used to capitalise on the hype of the Deadpool 2 movie and drive V Energy Drink sales.

The promotion was followed with a Deadpool 2 Limited Edition flavour. Also designed by Saltmine.