The beer mix brand of Veltins brewery developed very successfully over ten years to become the market leader in its segment. However, the market has been in decline for some years and the needs of the target group have changed. To strengthen the position of V+ and to attract new customers, Fluent helped to reposition the brand and to relaunch communications..
Fluent developed a new brand message based on key consumer insights: ‘Add a + to each day’.
This provided the basis for a content marketing strategy and a 360° campaign. In addition to a commercial for cinemas and the Internet, it included print motifs, posters, online banners, social media activities and a digital content hub.
The market performance of V+ has shown positive development again since the relaunch. New varieties were established and buyer reach has been extended in the target group.