Idris Elba fronts new Purdey’s campaign

By Nikkie Sutton

- Last updated on GMT

Comeback: the campaign has returned following its success with Idris Elba in 2016
Comeback: the campaign has returned following its success with Idris Elba in 2016
Hollywood heart-throb Idris Elba has teamed up with Britivic brand Purdey’s to announce the return of its #ThriveOn campaign for the second year in a row.

The new campaign has been developed in a bid to reinvigorate the energy category by getting more adult consumers to drink 'natural energy', such as Purdey’s.

The latest instalment of the campaign, which sees Elba encourage consumers to approach every day life with zeal, was announced at an event held in Soho House, Soho, central London.

Everything you need is inside

British actor Elba, who has featured in films such as Prometheus​ and Beasts of No Nation​, hosted a Facebook live chat last weekend (Saturday 13 May) and introduced delegates to Purdey’s latest message: "Everything you need is inside."

Following the first phase of the #ThriveOn​ campaign last year, the brand has invested in advertising for the second phase to raise brand awareness further.

A series of short videos featuring Elba will be aired on Facebook and Instagram for three months, reaching a potential 14m customers.

Approaching life with a positive attitude

Britvic GB marketing manager Gráinne Saunders highlighted how the outcome of last year’s campaign spurred the soft drinks company on to revisit it.

She said: “The success of the first phase of our #ThriveOn​ campaign with Elba last year was truly phenomenal, connecting with consumers on an emotional level more than we could ever have hoped so we’re thrilled to be working with him once again.

“The campaign helps continue to encourage consumers to #ThriveOn​ and approach everyday life with a positive, ‘go-get-‘em’ attitude.

“With the health benefits that the added vitamins provide, such as supporting immune function and helping to reduce tiredness and fatigue being increasingly important purchase drivers for consumers, there is a clear opportunity for further growth of the energy category."

Related topics: Soft & Hot Drinks

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