Droga5 appointed to handle ‘brand invention project’ for Frucor

Drinks company Frucor, which owns brands such as V Energy Drink and mizone, has appointed Droga5 Sydney to handle a secretive major brand invention project, Mumbrella can reveal.

Droga5 chief executive Sudeep Gohil told Mumbrella: “We’re very excited about it. It’s great because they’re an awesome client who from the very beginning wanted to work very collaboratively with the agency and throughout the pitch process we spent a lot of time together workshopping things.

“So we’re very enthusiastic about that as they’re the exact client we love working with, the people who really want to roll their sleeves up and get their hands dirty.”

The agency will be working on a project to launch a new brand for Frucor, and while Gohil said he couldn’t talk around the specifics of the project, he said: “It’s the go to market piece and all the communications around it but the product itself has already been developed. We’ve come in pretty early on in the piece but its basically the communications side of it all.”