Frucor Suntory has appointed Allison Yortson as its new Chief Marketing Officer (CMO) to work out of its office in Auckland, New Zealand.
In her previous role as Marketing Director, Energy and Transformation, Yorston contributed to the phenomenal business growth of Frucor Suntory’s Energy and Transformation portfolio by reinvigorating the V Energy ‘Bugs’ campaign and leading the launch of V Energy’s newest product range, V Refresh.
Yorston brings more than 20 years of marketing experience in FMCG to this new appointment, including roles with Unilever Australia, Arnott’s, Fonterra, and Sanitarium Health Food Company.
She has already achieved many creative and commercial career highlights with her team at Frucor Suntory during her four year tenure. These include the renewal of Frucor Suntory’s PepsiCo partnership in New Zealand, reinvigorating the NZ juice and CSD portfolios and growing BOSS Coffee across the Australian and New Zealand markets.
“I’m proud to be taking the lead on our business’ marketing and creative programs and to play a part in building our portfolio of relevant brands and products that our consumers can enjoy. The launch of V Refresh is a wonderful example of our marketing and innovation teams working together to create a brand-new beverage that delivers enjoyment for our consumers,” she said.
“While Frucor Suntory is a multi-national corporation, we have a strong local presence in Oceania, and I believe that local footprint – along with our amazing team culture, great work and consumer centricity – truly gives us an edge in understanding what Aussie and Kiwi consumers really want.”
Yorston’s role leading the expansion of V Energy’s drink portfolio will see the launch of a new product line, V Refresh. Consumers will once again see the V Bugs back on screens in a new ad campaign across TV, Outdoor, Social and Cinema this month.
V Refresh is a zero sugar, low calorie energy drink with a taste profile that is fruity, crisp and light, available in two flavours – Citrus Lemonade and Pineapple & Watermelon.
“We know our consumers love the original taste of V Energy, but there are so many different ‘energy need’ occasions across the day. This understanding led us to develop V Refresh, a lighter, crisp tasting drink that still offers that iconic V burst of energy and just happens to be sugar-free,” she said.
Yorston will also be responsible for growing the range of BOSS Coffee products with the introduction of several new flavours, including Caramel Latte, in September this year.
The new ‘V Refresh’ ad campaign launched in New Zealand last month and is now live on Australian screens as well.