Frucor’s V Fuel Zone is a private online community of 300 males and females from Generation Y—youths, ages 18–24, also known as Millennials. They help the Energy Category Team at Frucor understand the Gen-Y mindset and provide feedback on the team’s many marketing and advertising initiatives.

Launched in October 2008, the V Fuel Zone has given Frucor indispensible advice and the “inside track” from its most important consumers. Used to test ads and concepts, review promotional and event ideas, and monitor competitors’ products for Frucor’s V energy drink, the community is always on and always ready to provide a fresh perspective.

The community is also a rich exploration tool that allows Frucor access to Gen-Y in a way it never had before. By understanding the attitudes, behaviours, unmet needs and desires of this key segment of the population, the Energy Category Team can develop new products and messaging platforms that are relevant, fresh and right on target.