No one welcomes losing an hour of sleep when the clock “springs forward,” but Campbell Soup Company is turning that into a marketing opportunity for its new V8 V-Fusion + Energy beverages line, with a branded “Take Back Your 24th Hour” campaign.
On Daylight Savings day -- Sunday, March 10 -- a 24th Hour Energy Express Bus wrapped with images of V8 V-Fusion + Energy and bold messaging (“Take Back Your 24th Hour,” “Seize (More Of) The Day”) will make stops in high-traffic areas in New York City, including Union Square, Times Square and Columbus Circle.
In addition to product samples, brand ambassadors will offer free time-saving and energy-boosting services, such as manicures, shoeshines, quick shoulder massages and grocery deliveries.
To build buzz and engagement before, during and after the event among the “busy moms” who are the brand's primary target audience, its dedicated social team will listen, engage and insert mentions of V8 V-Fusion + Energy into consumer conversations about Daylight Savings, lacking energy and being tired, in part by leveraging a #V8PowerUP hashtag. They will also offer product suggestions, digital coupons and “surprise-and-delight” mailers with product samples, via the V8 Twitter handle @V8 and the V8 V-Fusion Facebook page.
The brand also offered VIP tours of the 24th Hour Energy Express Bus to mom and lifestyle bloggers to offer a preview of the touring event, and blogger Fadra Nally (AllThingsFadra.com) will be providing live Instagram updates throughout the day on Sunday.
As a follow-up, on Monday evening, V8, Weber Shandwick (the lead agency on the campaign) and lifestyle blog Mom Trends will host a Twitter party to talk to consumers and influencers after their first day back at work after Daylight Savings.
“When we lose an hour of sleep and our deadlines remain the same, it's a real problem -- especially for busy moms,” says Mike Barkley, VP and general manager of beverages, Campbell Soup Company. “V8 V-Fusion + Energy is helping solve this dilemma through the natural energy powered by ingredients we all know, like green tea, vegetables and fruit, and engaging directly with people to help them take back their lost hour.”
As Barkley's comments reinforce, while most offerings in the rapidly growing energy-drinks category are targeted to young males, V8 V-Fusion + Energy -- which was rolled out nationally last spring -- was developed to appeal to moms who want a healthier energy boost. (The 80 milligrams of caffeine in a serving come from green tea, and each can contains one combined serving of vegetables and fruit, 50 calories, and no artificial colors, flavors, preservatives or added sugar.) The flavors -- Pomegranate Blueberry, Peach Mango and Orange Pineapple -- are, of course, also designed to appeal to adult women.
Last month, Campbell Soup CEO Denise Morrison told Forbes that the V8 V-Fusion + Energy launch is showing positive signs.