Frucor’s energy drink V Energy and Universal Music Australia’s creative agency Bring have announced a multi-year strategic partnership.
The partnership will drive the beverage brand’s culture through music entertainment strategies, alongside the launch of a new consumer platform.
V has previously engaged with music culture, and as the music landscape and Gen Z culture evolves, the brand plans to "re-energise" its appeal to impact a broad and diverse audience.
Its music strategy has already commenced, with the brand looking to execute in 2021 and beyond.
“We’ve been impressed with the ways in which Bring use big data to inform strategic and creative thinking," Frucor head of marketing for V, Jonny Croft says.
"The strategy we are building alongside Bring and the team at Universal Music will allow us to have a unique voice once more, exciting Gen Z music fans while ensuring our existing customer base remains deeply connected to the brand. We want to add to music culture, not badge it and we can’t wait to launch something meaningful next year.”
Leveraging insights, data and expertise from Universal Music Group, Bring is able to develop deep insights into music for brands.
“When Jonny and the V Energy team approached us with a genuine thirst to more widely engage Gen Z, we immediately recognised we could help them authentically reach this new and engaged generation," Bring general manager Adam Ireland says.
"Connecting to these young and savvy Australian consumers, brands need to impact culture, or better yet, create it on channels where these consumers are already engaged. V Energy is dedicated to that journey and we can’t wait to share their unique Voice in Culture with a generation of new consumers seeking unique music experiences.”
Bring utilises proprietary tools developed by Universal Music Group for Brands (UMGB), Universal Music Group’s global brand network present in more than 60 markets, to add further value for clients.
“One of our most valuable tools for brands is ‘Viewpoints’. Using both global and local quantitative data, we are able to showcase how brands are perceived by fans," Bring executive creative director James Griffiths says.
"We can then match their brand to artists with similar attributes and behaviours, and actively work across consumer perceptions.
"With V, we are now on the exciting journey of leveraging this data to inform the ways in which we partner with artists and engage with fans. With a new consumer platform already in development with Bring, we’ll unleash the brand’s Make it Happen ethos soon, in smart, original and authentic ways that provide a unique perspective.”
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