New Zealand-based beverages brand overhauls marketing structure and strategy to capitalise on growth
The largest operating model change for marketing in Frucor Suntory’s history has not only paved the way to its first-ever Oceania CMO appointment, it’s also opened doors for internal promotions as well as new hires.
Frucor Suntory last week confirmed appointment of its first-ever local CMO last week, Allison Yorston. The company attributed the decision to taking on a new direction of growth across the Oceania region as demand for its beverages grows.
Yorston has been with New Zealand-based Frucor Suntory for four-and-a-half years, initially joining as head of its juice portfolio before becoming marketing director for energy and transformation in December 2020. Her wider resume includes 20 years’ worth of marketing experience in FMCGs including roles with Unilever Australia, Arnott’s Fonterra and Sanitarium Health Food Company.
As CMO for Oceania, Yorston now oversees a portfolio that includes its PepsiCo partnership in New Zealand, plus Maximus and BOSS Coffee in A/NZ. One of her first priorities is to grow the BOSS Coffee range by introducing several new flavours, including caramel latte, this month. She’s also tasked with reinvigorating the New Zealand juice and CSD portfolios.
In addition, Yorston will be capitalising on work done over the last 18 months spearheading the V Energy ‘Bugs’ integrated campaign across A/NZ. The product line is now expanding to include V Refresh, a zero-sugar, low calorie energy drink available, in two flavours. This has prompted a new iteration of the campaign, which has just launched across free-to-air, BVOD, social and outdoor across both Australia and New Zealand.
Speaking to CMO on her priority list, Yorston said Frucor Suntory is at a really exciting phase of growth.
“In addition to the launch of new products like V Refresh and the upcoming introduction of new flavours to our BOSS Coffee and sports drink range, Maximus, for the summer, we’re also expanding our business with the development of a new multi-beverage facility in Swanbank, Queensland to meet the increased demand from our retailers and customers,” she said. “As I take the reins as CMO at Frucor Suntory, my key priorities are around supporting our people and ensuring our performance to keep delivering best-in-class products and campaigns for our consumers.”
Helping Yorston achieve this is the largest operating model change for the marketing team to date. This has allowed for internal promotions into both local and regional roles, she explained.
“It’s great to see local talent take a step up in the Suntory organisation, especially as we watch local brands like V Energy become available internationally,” she continued. “The change has also allowed for an opportunity to bring in new talent to both our teams in Auckland and Sydney.”
At the same time, like many businesses, Frucor Suntory is working through what post-Covid ways of working look like, aiming to find the right balance between flexibility and connection. And it’s the same for Yorston as she works to bring her new-look marketing team together.
“We want to ensure that we can stimulate our people to create a fun and energising workplace whilst ensuring we get the job done,” she said. “And as always, my priority is to ensure our consumers, new and current, continue to feel our brands and products are relevant to their changing needs.
“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 remains based in Frucor Suntory’s Auckland office.
You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
