Britvic has announced a positioning revamp for Purdey’s, supported by a seasonal campaign that is set to grow demand for healthier energy drinks and drive sales for stockists this summer.
Britvic has announced a positioning revamp for Purdey’s, supported by a seasonal campaign that is set to grow demand for healthier energy drinks and drive sales for stockists this summer.
Last year, Purdey’s celebrated being the fastest growing energy brand1, driving incremental value into the category2. This positive performance is expected to continue in 2018 as the brand starts to use a new positioning of energy on the front of packs.
Drinking for ‘energy’ has been the fastest growing reason for consuming a soft drink over the last five years and continues to grow3. However, as consumers increasingly move away from traditional energy drinks to avoid the high caffeine and added sugar content, drinks like Purdey’s are now attracting brand new shoppers into the category. As a result of this fresh approach to delivering energy to consumers, the ‘natural energy’ subcategory is predicted to be worth £288m in total retail sales value by 20224.
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 Purdey’s stockists, as well as bringing new consumers into the healthier energy category.
Kevin McNair, Marketing Director at Britvic GB, commented: “Energy is already the No.1 segment within immediate refreshment, worth £464m in value and 54% bigger than cola5 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 needs6.”
To support the change and reinforce Purdey’s new brand positioning, Britvic is running an outdoor campaign including six- sheet advertising. It is a continuation of last year’s successful campaign, and will run until September across major cities including London, Brighton, Manchester and Birmingham.
Kevin McNair continued: “Purdey’s growth is helping to lead the way in the healthier energy drinks category with +30.6% penetration last year alone7. 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.
- Purdey’s Rejuvenate - A unique blend of grape and apple juices, sparkling spring water and botanical extracts, enhanced with vitamins to give you a gentle lift.
- Purdey’s Edge - A unique blend of dark fruit juices, sparkling spring water and botanical extracts, enhanced with vitamins to help you stay sharp.