Britvic, the leader in low calorie soft drinks in Great Britain (GB), has announced the continuation of its award-winning #ThriveOn campaign for multivitamin drink, Purdey’s, partnering with British actor, DJ and celebrity, Idris Elba, for the second year running.
The new campaign is set to reinvigorate the energy category by getting more adult shoppers to drink natural energy, such as Purdey’s. Having reached 31 million consumers globally with the first phase of the #ThriveOn campaign in 2016 and delivering market share growth by 25% (Nielsen pre vs post April, July 2016) over the same period, the brand is investing significantly in Out-Of-Home and digital advertising for the second phase of the campaign as it aims to raise brand awareness and favourability further amongst the target audience of adults with the ambition to continually grow and make the most of life’s possibilities. A series of short videos featuring Elba will be aired on Facebook and Instagram for three months from 13th May, reaching a potential estimated 14 million consumers.
The campaign will also be supported in the retail environment with eye-catching in-store activations and creative straplines targeted to the consumer in the channel.
With figures showing penetration growth of over 73% (Kantar Worldpanel Take Home 52we 26 March 2017) and impressive value growth of 74% (ielsen Brand Report, MAT to WE 15.04.17), Purdey’s has been leading the way in the energy drinks category over the last year. Its high juice content and vitamins and botanical extracts appeal to the growing number of health-conscious consumers looking for a gentler boost to those offered by other established energy drinks brands, providing a functional and refreshing solution that tastes great.
Gráinne Saunders, marketing manager at Britvic GB, said: “The success of the first phase of our #ThriveOn campaign with Idris last year was truly phenomenal, connecting with consumers on an emotional level more than we could ever have hoped, so we’re thrilled to be working with him once again in this years ‘Everything You Need Is Inside’ campaign, and continuing to encourage consumers to Thrive On and approach everyday life with a positive, go-get-‘em attitude. With the health benefits that the added vitamins provide - such as supporting immune function and helping to reduce tiredness and fatigue being increasingly important purchase drivers for consumers, there is a clear opportunity for further growth of the energy category. We’re confident that Purdey’s will continue to help retailers make the most of this opportunity and ensure their profits thrive too!”
The Purdey’s range is comprised of Purdey’s Rejuvenate and Purdey’s Edge variants, both available in 330ml bottle with an RRP of £1.49.