Britvic has announced a positioning revamp for Purdey’s, supported by a seasonal campaign that aims to grow demand for healthier energy drinks and drive sales for stockists this summer.

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 number one segment within immediate refreshment, worth £464m in value and 54% bigger than cola 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 needs.”

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 campaign, and will run until September across major cities including London, Brighton, Manchester and Birmingham.

McNair continued: “Purdey’s growth is helping to lead the way in the healthier energy drinks category with +30.6% penetration last year alone. 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 comprises Purdey’s Rejuvenate and Purdey’s Edge variants, both of which are available in 250ml cans and 330ml glass bottles.