Instead of changing the advertising, we changed the product. Our solution in response to a consumer movement away from artificial ingredients and refined sugar content was to create a new kind of energy drink made with only six natural ingredients, nothing else. Giving people the same energy kick, with none of the bad stuff.

The final product containing the ingredients Guarana, Green Coffee, Lemon Juice, Apple Juice, Spring Water, Natural V Flavour hit shelves in a full launch to the nation and is now a regularly stocked item within the V Energy range. This is not a limited edition variant. It is here to stay. V Pure has extended into three formats. 330ml glass bottle. 250ml slimline can. 200ml x 4 multi packs.

- Sales were up 60% on forecast – smashing expectations.

- Sold over $3.1million NSV after only 22 weeks.

- V Pure is now larger than V Zero and V Pure is out selling V Sugarfree at a higher $/ L

- V Energy outsold Redbull during the launch period by 2 to 1.