Eurobest

Purdey's Thrive On

IRIS WORLDWIDE, London / BRITVIC / 2016

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Overview

Background

Purdey’s has been around for nearly 30 years, but the multivitamin fruit drink had been forgotten – out of sight and out of mind. With people increasingly looking for healthy alternatives when it comes to energy and vitality, 2016 was the perfect year to re-launch the brand.

From a business perspective, market share and penetration was low, distribution was challenging and there was minimal awareness of the brand. And equally important, the brand had little emotional connection with its target audience and was missing a role in people’s lives.

It was clear that in a category dominated by high-octane artificial drinks delivering quick energy fixes, Purdey’s needed to capture the attention and imaginations of millennials with a different approach to energy. In reaching for a short-term, immediate energy hit, their desire to feel an on-going sense of purpose and progression was being forgotten.

Execution

We launched the campaign in January with a press event to introduce Idris Elba as our brand ambassador and invited some of the UK’s most prolific thrivers to attend, so they could discuss what inspires them.

The three-month campaign then kicked off in April with a 30” teaser edit that generated buzz amongst the target audience and awareness of the brand.

We followed up with an emotionally driven full length edit that invited people tell us how they wanted to Thrive On at the Purdey’s website for the chance to win their ambition being fulfilled.

The competition was also supported by two 15” edits that were retargetted to those who had engaged with our content.

All content was seeded across Facebook, Twitter, YouTube and Unruly and during the campaign we also ran OOH throughout London to raise product awareness.

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