Rob Schnapp

Could’ve Had a V8 

Over the course of several years of working on this brand, I had attended many focus groups. No matter what we were presenting and discussing, we would always hear people say “I could’ve had a V8!” while bopping themselves on the forehead even though that classic (cheesy) campaign had not been seen in 20 years. Clearly that line and that visual device had staying power. My idea: Why not awaken that sleeping giant? But let’s give it a modern twist with some attitude. Instead of smacking one’s self on the forehead, we flipped it around and bopped other people on the head as a gentle (or not so gentle) reminder to eat better and get their vegetables. The results were fast and furious. From the moment this campaign launched, sales skyrocketed. Talk about ROI, the brand experienced 32 straight weeks of growth and won several EFFIE awards.