Over the past few years, the market has revealed that there is a strong increase in the consumption of energy drink beverages. While there are currently many brands of energy drinks on the market, V distinguishes itself amongst its competitors by offering different size cans, thus enabling our consumers to get more for their money. According to Tablebase data, V is positioned first amongst brands such as Red Bull, Mother and Monster with 60% market share.The strategy is to emphasize V’s distinctive taste of Guarana and taurine. The taste is more enjoyable and the size provides a longer lasting boost of energy, which led to the creation of the ‘vitalizes body and mind’ slogan. V will launch specific event sponsorships that will attract the target and increase revenue.Based on V’s estimated sales from the previous year, the campaign allocated an advertising budget of $10 million to execute and utilize different media vehicles: magazine, internet, prime-time television, ambient, and event sponsorships. These media vehicles allowed Rockstar to reach the desired reach and frequencies while keeping within the budget. Research dictates that the top 4 DMAs are heavily populated with the target audience that V is aiming to attract current and future consumers.