Source: http://www.foodpolitics.com/2016/02/energy-drink-marketing-australia-style/
Alexandra Jones, of the University of Sydney’s George Institute for Global Health, was kind enough to forward the promotional activities of V, a New Zealand energy drink, on college campuses during orientation week.
These, to say the least, got my attention.
According to the company’s promotional materials (take a look!), it wants colleges to agree to let it:
Put used textbooks into college libraries that V carves out with V-shaped holes.
Give prizes including free product, cash, and “life-hack” recommendations such as “sneak booze into anywhere by hollowing out a baguette.”
Appoint brand ambassadors to hand out sample cans like “an energetic Christmas charity drive”
Conduct ongoing activities throughout the academic year including sending “sneaky ninja staff” into campus libraries to hide V promotions and prizes among the “less helpful, less exciting actual books.”
Here’s how:
We’re going to take an elephant-load of used textbooks and cut a V-shaped hole in the pages. We’ll put in fake V cans with a super mysterious mystery prize in it. Most of the time it’ll be free Vs. Sometimes it’ll be a fistful of cash, but they’ll always have a life-hack recommendation with it. For example, if it’s a beginner’s Spanish book, the hack says,”¿le gustaria ir a cenar?” is how you say, “would you like to go to dinner,” in Spanish. As the…