Purdey’s has created a new brand platform – ‘Energy as Nature Intended’ – positioning itself as a more natural energy drink option via an on-pack call out and a CGI produced TV advert. The advert, created with VCCP for the first time, makes Purdey’s the first natural energy brand to appear on TV, it takes inspiration from the surprising amount of energy found in the natural world.
With energetic hummingbirds transforming into the iconic Purdey’s bottle, it showcases how it is possible to get an energy lift from Purdeys, a blend of naturally sourced ingredients including fruit juices and, botanicals with b-vitamins, highlighting the benefits of the drink. As hummingbirds can beat their wings over 70 times per second, hover and move backwards and forwards like no other birds; they are the perfect hero for the campaign.
Energy is the fastest growing reason why people drink soft drinks[1] and with Purdey’s Natural Energy worth £13m and growing +38%[2], this poses a key opportunity to retailers to strengthen the category and increase their energy drink sales. Stocking Purdey’s Natural Energy will attract more shoppers looking for healthier energy solutions as it contains no added sugar*, caffeine or artificial ingredients.
Rachel Phillips, OOH Commercial Director at Britvic, comments, “Consumers are looking for energy drink options, but more than ever, they aren’t willing to compromise their health with some traditional variants. Purdey’s contains 50% real fruit juice, botanicals & b-vitamins giving consumers a refreshing and revitalising lift which they can feel good about. We’re excited to be delivering a through the line activation which brings to life the more natural credentials of Purdey’s in a positive way that will energise consumers’ days.”
With the product the first natural energy brand to appear on TV, Purdey’s will be front of mind for shoppers looking for it in-store, increasing both sales and footfall for retailers. Airing from June for 10 weeks, it will first feature during the popular Britain’s Got Talent Final slot. This will form part of a £3m campaign which will also be supported by VOD, social media, sampling and digital support.
[1] Kantar Usage, May 2018, number of occasions (millions) – reason for consuming soft drink – latest year vs 5 years ago
[2] Nielsen Scantrack, Total Coverage, 52 weeks to 13.04.2019, Natural Energy as defined by Britvic
- Contains naturally occurring sugars
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