Britvic has announced the continuation of its #ThriveOn campaign for its multivitamin drink brand, Purdey’s, partnering with British actor, DJ and celebrity, Idris Elba for the second year running.
The latest instalment of the campaign, which sees Elba encourage consumers to approach everyday life with zeal, was announced at an event where he hosted a Facebook Live chat and introduced the media to Purdey’s latest message – Everything you need is inside – which alludes to the brand’s added health benefits.
Britvic says it is investing significantly in out-of-home and digital advertising for the second phase of the campaign as it aims to raise brand awareness and favourability further among the target audience of adults with the ambition to continually grow and make the most of life’s possibilities. A series of short videos featuring Elba will be aired on Facebook and Instagram for three months, reaching a potential estimated 14 million consumers.
The campaign will also be supported in the retail environment with in-store activations and creative straplines targeted to the consumer in the channel.
Gráinne Saunders, marketing manager at Britvic GB, said: “The success of the first phase of our #ThriveOn campaign with Idris last year was truly phenomenal, connecting with consumers on an emotional level more than we could ever have hoped, so we’re thrilled to be working with him once again in this years ‘Everything You Need Is Inside’ campaign, and continuing to encourage consumers to Thrive On and approach everyday life with a positive, go-get-‘em attitude.
“With the health benefits that the added vitamins provide – such as supporting immune function and helping to reduce tiredness and fatigue being increasingly important purchase drivers for consumers, there is a clear opportunity for further growth of the energy category. We’re confident that Purdey’s will continue to help retailers make the most of this opportunity and ensure their profits thrive too.”
The Purdey’s range comprises Purdey’s Rejuvenate and Purdey’s Edge variants, both available in 330ml bottle with an RRP of £1.49.