V8 Gen Z Brief:
Background:
V8 is known for their vegetable juice. However, they have a wide assortment of products that most people don’t know about. V8 has failed to reach younger generations that did not grow up with it’s classic vegetable juice.
Data Points:
Only 1/10 adults get their daily vegetables; 1.5-3.5 cups of veggies daily (CDC).
33% Percent of Millennials and 31% of Gen Z report drinking energy drinks regularly (Statista).
The energy drink industry made $23 billion in 2025 (Statista).
90% of Gen Z uses digital platforms to learn more about health and nutrition (Innova).
People Points:
More than any other generation Gen Z is worried about their health. However, there seems to be a disconnect between knowing and acting. Whether it’s because of accessibility, time, or cost is hard to say.
We have a generation that wants to be healthy, but for some reason is struggling to act on it, using caffeine as a crutch to focus.
Issues to Solve
Stigma: V8 is almost only known for it’s vegetable juice, something that is falling out of favor in newer generations.
Branding: The V8 energy cans are ugly and put people off
V8 Magic
V8 Energy is the perfect solution for Gen Z’s problem. It has a cup of vegetables in it. It’s caffeine is from green and black tea and its sugar is naturally sourced. V8 Energy has no Guarana or Taurine (the worst ingredients in energy drinks) while having the same amount of caffeine as a red bull or shot of expresso.
Thought Starters:
Play off the name: V8 stands for the eight vegetables in a V8 product. V8 is also a popular car engine. V8 energy could be the engine that powers you throughout your day.