Frucor Suntory appoints first ever CMO

Frucor Suntory appoints first ever CMO

Frucor Suntory has appointed Allison Yorston as its first ever CMO. The role comes as the business takes on a new direction of growth across the Oceania region as it responds to consumer demand.

In her previous role as Frucor’s marketing director of energy and transformation, Yorston contributed to the business growth of Frucor Suntory’s energy drinks portfolio by reinvigorating the V Energy ‘Bugs’ campaign.

Yorston will also be responsible for growing the range of BOSS Coffee products with the introduction of several new flavours, including Caramel Latte, in September this year.

Yorston brings more than 20 years of marketing experience in FMCG to this new appointment, including roles with leading manufacturers Unilever Australia, Arnott’s, Fonterra, and Sanitarium Health Food Company.

Yorston’s creative and commercial career highlights include the renewal of Frucor Suntory’s PepsiCo partnership in New Zealand, reinvigorating the NZ juice and CSD portfolios and growing BOSS Coffee across the Australian and New Zealand markets – introducing local consumers to a unique, Ready-To-Drink ( RTD) coffee category.

“Whilst 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,” said Yorston.

Yorston has already begun the new role as CMO and will be working out of Frucor Suntory’s New Zealand office in Auckland.

The new ‘V Refresh’ ad campaign launched in New Zealand last month and will be now live on Australian screens.

“We know our consumers love the original taste of V Energy, but there are so many different ‘energy need’ occasions throughout the day. This understanding led us to develop a lighter drink that still offers the burst of energy and just happens to be sugar-free,” said Yorston.

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