V8 Expands with Energy, Carbonated Offerings

Campbell Soup Co. added to its V8 V-Fusion line of combined fruit and vegetable juices in May while also expanding distribution of a previous Walmart exclusive nationwide. As Campbell launched the line's first carbonated beverage, V8 V-Fusion sparkling juice drinks, it also expanded the availability of its V8 V-Fusion + Energy drinks to grocery and mass merchants. Walmart has carried the energy drinks since May 2011.Campbell is supporting both lines with trial programs, including merchandising, sampling and national advertising.Qualitative and quantitative research among the brand's target demographic of women aged 25-40 found there was an unmet need for an energy drink. Ryan Thomas, senior brand manager, V-Fusion, says research showed that women were seeking their own solutions to be "steady" all day long. With constant transitions – say from being a mom to a wife to work to yoga to a friend – they needed energy boosts, particularly in the bridge periods between breakfast and lunch, or lunch and dinner. Focus groups, surveys and other primary research revealed that none of the current energy drinks on the market resonated with this demographic. "The second barrier," adds Thomas, "was that they didn't want to feel over-the-top energized, and the third barrier was taste."V8 V-Fusion + Energy, available in pomegranate blueberry and peach mango, has 80 mg of caffeine and gets its boost from green tea. "The energy comes from something you recognize," says Thomas.In developing the sparkling juice drink, the company leveraged existing research around consumer preferences for such drinks. "Carbonated is still one of the largest beverage categories out there," says Thomas. (Chicago-based SymphonyIRI reports that the sparkling juice category has doubled in the past year to $20 million.) Available in tangerine raspberry, black cherry pomegranate and strawberry lemonade, the line is aimed at meeting "refreshing need states," Thomas says, "specifically at meal occasions."Similar packaging – the strong equity of the V8 V-Fusion logo and colors overlaid on a slim, silver can – was chosen for both lines. Trial was key, and the company worked closely with grocery and mass retailers to reach the target market. Thomas declined to identify specific retailers except for Target, which offered in-store sampling for shoppers. One national retailer shared consumer data so that Campbell could target stores where the demographic shopped. "We were able to work with the retailer to say 'Here's a store, now where are the gyms, industrial parks and other places where we can engage consumers?'," Thomas says.In addition to print and TV ads, Campbell used purchased spots on a national gym's closed-circuit TV and ad buys on Pandora and similar sites. The company also engaged bloggers as a key strategy. V8 V-Fusion participated in BlissDom '12, a conference for female bloggers with more than 700 attendees.

V8 Expands with Energy, Carbonated Offerings

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