Colenso BBDO’s individualised V cans and bottles come in every letter of the alphabet so you can spell out messages.

This year, Share-a-Coke’s personalised cans and bottles feature the names of Santa, Mrs Claus and various reindeer. But only in the US. Bud Light and Absolut did individualised cans and bottles. Snickers did Hungry Bars, renaming its bars with the you that’s triggered because you’re not you when you’re hungry. Nutella had a go at jars people could name themselves – with disastrous results.

Now Colenso BBDO is renaming V cans and bottles A to Z, across all V Energy variants.

The idea, #VChat, is for people to collect V empties to use to spell out messages on social media. What a clever way to make people buy a lot of V.

And that idea has taken off. V drinkers are asked to spell, shoot and share the words that explain what they need to crank up their summer. The best entries are being rewarded with prizes linked to their post.

Entries are running hot. One has already received more than 10,000 Likes on Facebook.

Colenso BBDO’s V social media team has been keeping the fires burning behind the scenes, stoking up conversations and rewarding prizes in real time for the best posts. So far, more than $20,000 worth of prizes has been given away.

Luke Rive, Marketing Manager, V, commented, “This idea has been years in the making and has taken a lot of work for the V team and our agency partners, especially when you take into account the fact that we had to produce dozens of different cans and bottles then get them into market for the idea to work. But the results have been very strong and the response from our fans has been outstanding – we’ve already reached in excess of half a million unique individuals online and it’s only early days for the campaign.”

Dan Wright, creative director, at Colenso BBDO added, “It’s great when a brand is so iconic it can switch out its logo just to help fans to start a conversation. And even better when they’re primed to stay in that conversation all day, every day, all summer.”

The campaign includes digital, OOH, and even a #VCHAT emoji keyboard, so fans can chat with V in a way they never thought possible.

Check it out on Facebook, Instagram and Twitter

CREDITS:

Clients: Frucor – Luke Rive, John Alexander, Sam Taylor

Agency: Colenso BBDO

Social media: Colenso BBDO

Promotional agency:  Raydar

Media agency: OMD

PR agency: Beat PR