Danone energises invasion plans for V

05 October, 2007

Danone Waters is backing the relaunch of energy drink V with a £3.3 million marketing spend.

Running until the end of January, the campaign is called It All Starts With V and is centred on the idea that "V is the energy drink that invigorates your mind",

said

a spokesman.

Activity will include a bespoke website, print ads in Heat, FHM, Kerrang and Zoo magazines, a link-up with

drive-time on Kiss FM, TV and radio promotions, and sponsorship of an interactive zone across Emap music TV stations.

Marketing director Patrick Kalotis said: "The V relaunch is a hugely exciting, high-impact campaign which will drive awareness among

our target audience, who are looking for an energy boost during the daytime."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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