V’s alphabet campaign asked the consumer to search for letters in-store or across multiple retail outlets, to piece together messages that were important to them.
Consumers were asked to share those messages and win prizes using the call-to-action Spell It. Snap It. Share It. Backed by a strong marketing and promotional campaign in-store and on-pack, social media was flooded with consumers sending messages and sharing ideas, which allowed FrucorSuntory to effectively connect directly their brand advocates.