Purdey's Thrive On
Whilst the vitality market had grown in volume and diversity, underinvestment in the Purdey’s brand had resulted in a dramatic drop in awareness and penetration. Purdey’s was a drink that today’s 40-somethings remembered from their youth, but hadn’t touched in years.
With goals to increase awareness from 19% to 29%, and shift penetration from 1.6% to 3.3% in 12 months, we needed to get our audience reaching for Purdey’s when they needed a boost, and to tell their friends about it too.
A new passionate purpose for Purdey’s
Our starting point for developing a new communications campaign is to understand the purpose that sits at the heart of the brand.
Insight from consumer research revealed that our audience was inspired by those with a growth mindset. They want to believe that however far you get in life, you can always go further.
This isn’t a traditional view of success aligned with status. It’s a belief that life holds endless possibilities for exploring our own potential and we simply need to have the energy and dynamism to keep striving for it.
Purdey’s provides natural invigoration when you need it. So there was a synergy between our rational product RTBs and an emotional territory that was rich and inspiring.
By connecting the two we arrived at Purdey’s passionate purpose: ‘Helping people to thrive in life’. And the brand idea: ‘Thrive On’.
Bringing ‘Thrive on’ to life
‘Thrive On’ encourages people to take life in their stride and to shape their own success. And nobody embodies this better than British actor, musician, entrepreneur and fashion icon, Idris Elba.
Awareness of the partnership was raised through disruptive thought provoking short films played out on Facebook supported by OOH, PR and retail.
Immediately striking a chord with our audience, 'Thrive On' was so popular it started a global conversation.