Multivitamin fruit drink Purdey’s is launching its biggest-ever campaign – titled ‘Thrive On’ – in collaboration with actor and DJ Idris Elba (pictured).
Purdey’s says the campaign 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’s GB Marketing Director, Kevin McNair said: “Thriving isn’t about those immediate moments of glory that others see, it’s about shaping your own success in a way that is so natural and true to the way you live that it is almost effortless. Nobody embodies this better than Idris, and we can’t wait for him to bring ‘Thrive On’ to life, provoking, inspiring and enabling people to achieve whatever they set out to.”
Idris Elba OBE said: “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.”
The consumer-facing aspect of the ‘Thrive On’ campaign will launch in April, with Elba introducing the public to the concept of thriving through a series of short films. The campaign will be backed by an outdoor campaign and strong digital support.