Britvic has repositioned its Purdey’s brand, supporting the range with a new campaign designed to increase demand for healthier energy drinks and drive sales for retailers this summer.

The new positioning is being rolled out now and will see the description of the Purdey’s brand changed from ‘multivitamin fruit drink’ to ‘multivitamin energy’. The new on-pack descriptor is designed to resonate with existing consumers and stockists as well as attract new consumers to the healthier energy drinks category.

Kevin McNair, marketing director at Britvic GB, said: “Energy is already the No.1 segment within immediate refreshment, worth £464m in value and 54% bigger than cola (Nielsen Scantrack, Total Impulse, 52w/e 12.05.18) and the need for energy in soft drinks is important and continuing to grow. However, many consumers are moving away from traditional soft drinks and opting for other soft drinks, like Purdey’s, to meet their energy needs (Kantar Usage, Total-Home and Carried Out, Data to w.e. 25.02.18).”

To support the change and reinforce Purdey’s new brand positioning, Britvic is running an outdoor campaign including six-sheet advertising. The activity will run until September across major cities including London, Brighton, Manchester and Birmingham.

The Purdey’s range includes Rejuvenate and Edge variants, both of which are available in 250ml cans (rrp £1.19) and 330ml glass bottles (rrp £1.49).