Purdey's, the health drink, is returning to advertising after a
two-year absence as its new owner, Britvic, attempts to secure its place
in an increasingly crowded market.
The poster campaign, produced by Barrett Cernis, aims to set the brand
apart by emphasising how its natural ingredients can restore energy
levels - in contrast to Red Bull-type drinks which claim to boost
The strategy is being executed in a poster and bus-back campaign
throughout the summer in major cities under the theme "Energise
The advertising, targeted at urban professionals and students, is the
first to be produced by Barrett Cernis since the agency was assigned the
brand, acquired by Britvic along with Ame and Aqua Libra when the
company bought Orchid Drinks for pounds 16 million a year ago.
The campaign is intended to reconcile consumers' varying perceptions of
the brand. Research has shown that while some regard it as an energy
drink, others are unsure how to categorise it.
All the ads feature the product's distinctive silver bottle. In one it
is the liquid centre of a lava lamp. In another a dove pecks off the top
of the bottle to get at the drink.
All the ads were art directed by Ray Barrett, the agency's creative
director, along with Tam Abercasis and Guy Ordway and were written by Al
Bendyshe-Brown and Tim Clarke. Media planning and buying is through