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Idris Elba Campaign To Boost Awareness Of Britvic's Purdey's Brand

Britvic is launching a new campaign for Purdey's as it aims to respond to consumer demand for energy drinks "without the high and low," and increase its share of the adult non-alcoholic drinks market. The campaign, 'Thrive on,' will launch in April this year and features actor Idris Elba. As part of the campaign, a series of short films will be released which include Elba. It will also be backed by an outdoor campaign and digital support as Britvic looks to raise awareness of the brand which is currently "very small."

Read the whole story at Marketing Week »

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