Saltmine launches work for Frucor’s V Energy Drink and V’s partnership with Xbox game Halo

Design agency, Saltmine Design Group, has recently completed work with client, Frucor to deliver the biggest ever consumer promotion for Energy Drink brand – ‘V’ and its partnership with Microsoft and Xbox’s #1 game Halo.

‘V’ saw an opportunity to connect with consumers through the passion point of video games and formed a partnership with Microsoft for the launch of the next instalment of the Halo franchise with over $2.8 billion sales worldwide.

The result is a multi-faceted promotional campaign centered on the launch of the highly anticipated game Halo 4, in which consumers can win an Xbox 360 Limited Edition Halo 4 console every hour for 8 weeks.

Says Sara Salter, Saltmine managing director: “This was an incredibly exciting project to work on for the whole team as it provided us with the opportunity to showcase our talents across not only packaging design, but also digital design, promotional strategy and management.”

Saltmine designed the extensive promotional range of packaging which includes the existing green variants as well as an exciting new flavour – ‘Purple Plasma’ and a new 710mL resealable green can – never before offered to consumers.

The design challenge was how to merge the world of ‘V’ with the world of video gaming.

The Saltmine team were inspired by common themes and graphics that could link the two together. The packaging background was inspired by the armour of Master Chief (Halo’s enhanced super-human soldier) with promotional details featured on a lock-up device on the front of the pack.

To highlight the promotional range of ‘V’ in store, Saltmine developed an extensive point-of-sale suite as well as creating five impressive account exclusive promotional campaigns for major retailers nationwide, with money-can’t-buy bespoke ‘V’ prizes.

The Saltmine team developed the execution plan for each promotion and are responsible for sourcing the prize pool and full promotional management. The total campaign comprised of over 60 pieces on multiple consumer touchpoints.

Extending its efforts to the digital world, Saltmine put together the design for the venergy. com.au hub page, which is inclusive of feature buttons, enabling consumers to enter the different promotions running. The website has also been optimised for use on mobiles and tablets.

Says Chris Donald, Frucor brand manager: “The final result is a strong brand campaign, supported by six compelling consumer promotions with designs that deliver strong standout instore.”