Britvic looks to challenge ‘negative imagery’ around energy drinks with Purdey’s brand push

Britvic is launching a new campaign for Purdey’s as it aims to respond to consumer demand for energy drinks ‘without the high and low’, and increase its share of the adult non-alcoholic drinks market.

The campaign, created by Iris and called ‘Thrive on’, will launch in April this year and features actor Idris Elba.

As part of the campaign, a series of short films will be released which include Elba. It will also be backed by an outdoor campaign and digital support as Britvic looks to raise awareness of the brand and boost penetration, which is currently “very small”.

According to Britvic’s CMO Matt Barwell, the time was “absolutely right” to launch a big brand campaign around Purdey’s, as the energy drink was “ahead of its time” when it first came to market.

He told Marketing Week: “What you’ve seen over that period of 30 years is that more people aren’t drinking alcohol, mainly for health reasons. As a result, there is a bigger demand for great tasting non-alcoholic drinks.

“We have also seen an incredible growth in the energy sector in the UK. But energy drinks tend to give you a high and a low, and are packed with taurine, sugar and caffeine. So there’s a massive opportunity for a more grown-up energy drink proposition that’s not surrounded by that negative imagery.”

The campaign represents the largest investment in the brand’s history by Britvic, with Barwell seeing it as a real growth driver for the brand.

“I want this to be a scale brand by 2020, and the opportunity to double or even treble it isn’t beyond possibilities,” he commented.

“Where we get the product well distributed and visible, it performs incredibly well, so the opportunity to broaden it is huge.

“We are seeing an increasing fragmentation of brands in the soft drinks industry, and therefore being able to target specific usage occasions and demographic groups and behaviour types is going to be more important.”

Targeting adult consumers

Barwell told Marketing Week in January last year that the soft drinks brand was keen to make a big push for adult drinks to tap into a “poorly served” demographic.

According to the brand’s CMO, Purdey’s is “the next piece of that adult journey”.

He concluded: “We are very excited about the progress we’re making by segmenting the adult space and by understanding what are the right offerings to satisfy that non-alcoholic space. Consumers can expect to see even more innovations in the pipeline.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here