Britvic Soft Drinks is investing £1m in rejuvenating its energy drink Purdey’s.
A new ‘Need Rejuvenating?’ marketing campaign will run throughout July.
Britvic will also support the brand with the sponsorship of and sampling at The Big Chill music festival at Eastnor Deer Park in Herefordshire (July 30 - August 1), a sampling campaign in office locations in eight UK cities and an online promotional site where consumers can win prizes, including Selfridges vouchers worth £1,000, by submitting the code found on bottles.
Media links and advertising on other online sites, such as Vogue.com, FT.com and Guardian Unlimited, will also support the promotion as well as a buy-one-get-one-free promotion in selected retailers on both Purdey’s Gold (Rejuvenation) and Silver (Activation) variants.
Britvic’s director of category planning, Sue Garfitt, said: “Health-conscious adults are driving Purdey’s popularity.”