V Energy has launched its V Pure creation in Australia, claiming to harness “the natural hit of guarana energy from the Amazonian rainforest and containing just five naturally sourced ingredients to create one amazing energy drink”.
V Pure is claimed to maintain the full energy boost and taste the same as V Energy, but to contain just five naturally sourced ingredients – sparkling water, apple juice, lemon juice, natural V flavour and guarana.
The new product is said to derive its energy from the natural source of guarana, the South-American berry that has been used for centuries and revered by locals for the energy in its seeds.
V Pure is designed to appeal to Australians seeking the same energy boost and taste of V Energy, but with no added sugar or artificial flavours.
Frucor Suntory Senior Brand Manager Emma Raymond said: “One of the biggest consumer trends over recent years is the shift towards more natural products, without artificial colours, additives or flavours.”
“This might seem like an insurmountable challenge in the energy-drinks category, but V Pure will make people question their expectations around what energy drinks look and taste like and, above all, what they contain.
“Our focus was to create something that derives its energy boost from a completely natural source without compromising on flavour.”
The minimalist approach of V Pure also extends to its packaging, which is a clear 275ml glass bottle.
The launch of V Pure in Australia will be supported by a national integrated campaign across TV, cinema, digital and outdoor advertising, digital and social media, as well as in-store experiential activations.