Multivitamin energy drink Purdey’s has recruited TV and film star Idris Elba for a new marketing campaign called ‘Thrive On’ which will focus on free short video content.
The consumer-facing aspect of the ‘Thrive On’ campaign will launch in April, with Idris introducing the public to the concept of thriving through a series of thought-provoking short films. The campaign will be backed by an outdoor campaign and strong digital support.
The campaign was created by iris worldwide.
Brand owner Britvic says the campaign represents the largest investment in the brand’s history and that Thrive On will “explore, celebrate and inspire people who have the courage to follow their own path, who value a life built on experience and discovery, and who continue to strive to better themselves.”
Britvic adds that it identified British icon Elba as the ideal partner for ‘Thrive On’ early on in the campaign’s development. The company points out that not only is he a successful television, stage and film actor, he is also a musician, DJ, fashion icon, entrepreneur and a passionate charity campaigner, making him the perfect man to inspire others to achieve more in their own lives.
Elba, who was appointed OBE in the 2016 New Year’s Honours list for service to drama, says: “I feel passionate about this partnership with Purdey’s because I’ve always been a strong believer that you’re in charge of your own destiny. Life is full of possibilities that are ours for the taking, and I’m looking forward to inspiring people to start thinking and acting in new ways, to really thrive, because no matter how far you get, there’s always more you can do.”
Kevin McNair, GB Marketing Director, adds: “We are very excited to be working with Idris Elba and launching Purdey’s new campaign ‘Thrive On’. As Idris embodies thriving, we considered him the ideal fit for the brand and to spearhead the new campaign which aims to inspire people to get more out of life. Purdey’s is a brand with huge growth potential as people seek more interesting, natural products that provide a lift. We are confident this campaign and partnership will excite and engage consumers, increasing brand awareness and market share.”
Purdey’s contains a blend of grape and apple juices, spring water botanical extracts and vitamins. Although now positioned as a multi-vitamin energy drink, it was originally launched in the 1990s as an ‘adult soft drink’. Britvic acquired it from Orchid Drinks in July 2000, along with sister adult soft drink brands Amé and Aqua Libra (the latter is no longer available).
Britvic is a leading international soft drinks company, with a strong British heritage. In the UK and Ireland, it is the number one supplier of still soft drinks and the number two supplier of carbonates. Its portfolio includes iconic brands such as Robinsons, Fruit Shoot, Tango and J2O. It also has the license to produce a range of PepsiCo drinks in the UK, including Pepsi, 7 UP, Lipton Ice Tea, Sobe, Mountain Dew Energy and Gatorade.