V Energy / The Procrastination Place

After several years of being the market leader in the region, Australian Gen Z’s had decided energy drinks - and particularly V Energy - just weren’t cool anymore. So, we tapped into the truth about energy drink consumption for a youth consumer: they’re not extreme sports or huge buzzes; they’re about avoiding procrastination and getting shit done. We created The Procrastination Place everywhere from TV to social and GIPHY, encouraging our audience to stop making excuses and get to it. We saw sale increase 3% YOY, and frequency amongst regular drinkers grow even more.