Juice and smoothie brand Savse has embarked on its first advertising push, which plays on the drink’s often-mispronounced name.

The ‘Hard To Say, Easy To Love [Sav-say]’ campaign kicked off yesterday (Monday 21 September) with sampling activity, outdoor posters, digital screens and digital escalator panels across three main railway stations - London Victoria, London Liverpool Street and Manchester Piccadilly.

The push, which targets young professionals, students and families, had been designed to embrace the brand’s unique name in a “light-hearted and colourful” way, said head of marketing & communications Natasha Lytton, adding it marked the first outdoor push from a high pressure processing drinks brand.

“A lot of people have been struggling with how to pronounce Savse, even I did at first, and it was this insight that drove the creative for our first above-the-line campaign,” she said.

The push coincides with Savse’s launch into Sainsbury’s and The Co-op Group, and live experiential activity at universities across the UK to capture ‘freshers’.