Sales of energy drinks in NZ were flatlining. People no longer trusted what was in them and didn't want to fill their bodies with unknown chemicals. So instead of changing the advertising, we changed the product. V pure was a totally new kind of energy drink using 6 natural ingredients and nothing else. The launch film was a celebration of what was in the new bottle and we wanted to leave viewers feeling its effects - pure, natural energy.
Production Company - Rankin Films
Director - Vicky Lawton
Co-Creative director - Aaron Turk
Agency Producer - Jen Storey