Purdey’s thrives on new Idris Elba collaboration

Idris Elba

Britvic has announced the continuation of its award-winning #ThriveOn campaign for 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 sees Elba encourage consumers to approach everyday life with zeal, and features Purdey’s latest inspirational message – Everything you need is inside – which also alludes to the brand’s added health benefits.

Having reached 31 million consumers globally with the first phase of the #ThriveOn campaign in 2016 and delivering market share growth by 25% over the same period, the brand is investing significantly in out-of-home and digital advertising for the second phase of the campaign. A series of short videos featuring Elba is being aired on Facebook and Instagram over the summer, reaching a potential estimated 14 million consumers.

“The success of the first phase of our #ThriveOn campaign with Idris last year was truly phenomenal,” commented Gráinne Saunders, Marketing Manager at Britvic GB. “We’re thrilled to be working with him once again.”

Saunders said the health benefits that Purdey’s added vitamins provide were becoming increasingly important purchase drivers for consumers, and that this presented 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,” she concluded.

The Purdey’s range is comprised of Purdey’s Rejuvenate and Purdey’s Edge variants, both available in 330ml bottles with an RSP of £1.49.