With rising competition in the energy drink category, drinkers were becoming increasingly fickle and V was losing relevance. V needed a seismic shift to stay at the top of the pile.

The solution was to create a program that rewards V drinkers AND sets a fresh tone for V. We created V-Rentals, a mental rental company where our drinkers were able to rent things in exchange for drinking V. The more they drink, the more they can rent. This was the launch spot that set the mad and fun tone for the entire campaign.