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Carbonated Soft Drinks

V.O.’s varsity-level marketing

varsity orange ft
December 14, 2012

 In honor of the beverage’s 80th birthday, The Varsity restaurant in Atlanta rebranded its signature The Varsity Orange (V.O.) drink to reintroduce it to a new generationvarsity orange of consumers. The drive-in restaurant chain partnered with BauerHaus Creative to create a new logo and in-store promotional items such as banners, window decals, on-screen graphics, buttons, wooden crates full of orange squeeze balls, hats and T-shirts to enhance recognition and recall of the local brand. The Varsity’s seven locations also participated in a Free V.O. Day in June by handing out free samples of the beverage to customers.  As a result of the marketing push, the brand experienced a 3,000 percent increase in sales to 15,000 units sold each month as well as increased brand awareness.  

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