Fruit juice brand announces biggest marketing yet
PRODUCER of leading fruit juice brands Purity Soft Drinks has announced its biggest ever marketing campaign yet for its Juice Burst brand.
The new ‘Punchy to the Core’ campaign will be live from June to showcase the punchy taste of the brand’s bestselling Juice Burst Apple variant.
Purity said it aims to keep this flavour at the forefront of shoppers’ minds through the summer, highlighting its taste as well as its health credentials through the campaign.
Following a six-figure investment into the brand from Purity, Punchy to the Core will be seen across social and digital media channels, nationwide sampling opportunities, disruptive out-of-home advertising including on bus t-sides and phone kiosk adverts across 21 major UK cities.
Further to this, the Juice Burst brand will also see the return of its usual summer campaign ‘Shake Up Your Summer’ which this year will drive awareness of its recent NPD Juice Burst Summer Fruits.
The new Summer Fruits delivers a blend of strawberry, cherry and apple and provides consumers with one of their five-a-day.
Sarah Baldwin, chief executive at Purity Soft Drinks, said: “While there is so much innovation in the soft drinks category, and our latest variants Summer Fruits and Peach Ice Tea have performed exceptionally well, it’s important for retailers to never lose sight of their core range.
“Timeless flavours like apple and orange continue to be in huge demand. That’s exactly what ‘Punchy To The Core’ aims to spotlight: the punchy, thirst-quenching classic that is Juice Burst Apple.
“At Purity Soft Drinks our mission is to deliver natural refreshment for everyone, in every drop. Our research shows that 29% of consumers are drinking more fruit juice and juice drinks in comparison to pre-Covid levels, driven by an increased focus on health.”
