PRODUCT: V8 Original Vegetable Juice
STRATEGY: V8’s two servings of vegetables per can, make quite the nutritious drink.
CONCEPT: Americans don’t eat enough vegetables. So we want to start a mission to nutrition that’ll help get people the servings of vegetables they need.
Assuming Vince’s face and mission becomes known, so will our new packaging.
The first step in our mission to nutrition is to make the drink actually look like it tastes good. So, we added brighter colors and fun shapes to give it a more playful treatment. And, we used a long, thinner can to help create an even healthier appeal.
Vince’s introduction story will be told in three Instagram posts, all from his perspective.
After Vince’s Instagram reveal, we’ll release commercials that’ll help create recognition of Vince and our new packaging.
Once Vince and his oddities are recognizable, we’ll slap his face on different OOH mediums.
After OOH, Vince will travel the country via snail mail to further get his word out. ‘Cause really, nothings creepier than snail mail.