The new campaign kicks off today in partnership with 20th Century Fox for the launch of Deadpool 2.
The partnership builds on V Energy and Fox’s longstanding relationship and is set to be the biggest yet with a $4.5M national campaign across OOH and digital, along with large investment in-store, including an on-pack promotion and 12.5M limited edition packs, including a bespoke Deadpool V flavour.
The digital & OOH campaign features Deadpool as V’s spokesperson in various guises flaunting V Energy as a solution to your everyday energy-related needs. Big or small, serious or flippant, there’s nothing a V can’t make you a bit better at.
Chris Henbrey, Brand Manager on V said: “Gaining the attention of the 18-24 key target is an increasingly problematic thing for brands to do. Partnering with a movie character that they love is a great way to get noticed. The trick is finding the right balance between movie character and brand, which I think we’ve done.”
Kate Nicholls, Head of Partnerships, 20th Century Fox added: “We are thrilled to be working with the V Energy brand to deliver an innovative partnership that celebrates Deadpool 2. TKT have embraced the virtues of Marvel Comics’ sexiest fourth-wall-breaking anti-hero and the V Energy campaign timing allows us to tease the new film and excite fans without revealing too much.”
Deadpool 2 will be in Australian cinemas on May 17, with the campaign hitting OOH, social media and digital from March 19.
Source: Campaign Brief Asia