Danone Waters is thought to be scrapping its V energy drink after failing to make a dent in the share of market leader Red Bull.
The decision comes less than a year after it was relaunched.
The latest revamp was backed by a £3.3m support campaign, which was created by RKCR/Y&R. It was based around the idea that V invigorates the mind and was called “It all starts with V”.
This was the second relaunch of the brand in four years. In April 2003, Danone signed up the brand as a sponsor of ITV1 reality show I’m a Celebrity…Get Me Out of Here! as part of a campaign to drive sales.
The latest Britvic Soft Drinks Report 2008, revealed that the energy drinks sector continued to lose ground last year, reporting a 4% decline in total on-premise sales to £118m. Market leader Red Bull was the only brand to remain stable, growing sales by 1% to increase its market share to 89%.
The review decision also follows the launch of an £8m integrated campaign to support GlaxoSmithKline’s Lucozade Energy last month, which will include a £3m above-the-line campaign during the summer.
It also comes just months after Danone Waters decided to scrap the Citrus Kick variant of its Volvic Revive functional water brand, less than a year after it was launched.
