Campaign thrives with Idris

Britvic is continuing its #ThriveOn campaign for multivitamin drink brand, Purdey’s, partnering with film star Idris Elba for a second year.

The new campaign aims to reinvigorate the energy category by getting more adult shoppers to drink natural energy, such as Purdey’s.

Gráinne Saunders, marketing manager at Britvic GB, said: “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.

“We’re confident that Purdey’s will continue to help retailers make the most of this opportunity and ensure their profits thrive too.”