V8: Plant-Powered

Campaign Relaunch

On the heels of winning the Campbell’s business, we were tasked with relaunching V8 from an outdated brand to a modern one that had a relevant role in people’s lives. The current campaign, ‘V is for Vegetables’, focused on getting people to choose V8 because it provided a serving of vegetables.

But vegetables are old-school and not sexy. They’re what your parents forced you to eat before you got to dessert and what the doctor told you you had to get 5 servings of daily. So we pivoted how we talked about vegetables, using the modern language of today: “plant-powered”.

We launched this campaign across three sub-brands - V8 +Energy, V8 Original and V8 +Hydrate, a product launch.