Britvic will revamp its Purdey’s multivitamin juice drink to target consumers who are moving away from traditional energy drinks to avoid the high sugar and caffeine content.
The new brand descriptor, rolling out on packs now, will see the brand repositioned from ‘multivitamin fruit drink’ to ‘multivitamin energy’.
Explicitly calling out ‘energy’ on pack aims to resonate more clearly with existing consumers and stockists, as well as bringing new consumers into the healthier energy category.
Britvic GB marketing director Kevin McNair believes that the need for energy in soft drinks is important and continues to grow.
“Many consumers are moving away from traditional soft drinks and opting for other soft drinks, like Purdey’s, to meet their energy needs,” he said.
To support the change and reinforce Purdey’s new brand positioning, Britvic is running an outdoor campaign in the UK until September across major cities including London, Brighton, Manchester and Birmingham.
Kevin McNair added: “The positive positioning of Purdey’s as multivitamin energy, combined with the supporting outdoor campaign and increasing demand for convenience, health and natural energy, will help to drive further growth for the brand and broader energy category.”
The Purdey’s range is comprised of Purdey’s Rejuvenate and Purdey’s Edge variants, both of which are available in 250ml cans and 330ml glass bottles.
Both are blended with fruit juices, sparkling spring water and botanical extracts, and enhanced with vitamins.
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