Having been rejuvenated in 2015, Purdey’s have since re-found their edge and made a name
for themselves in the vitality category.
With consumers now regularly opting for healthier alternatives to caffeine-based energy drinks, Purdey’s are striving to lead the category across all drinking occasions. One largely untapped drinking occasion for the vitality category has been cocktails – which Purdey’s have now
set out to change.
To create a range of cocktail serves and photography across the Purdey’s product and flavour range, in order to communicate a number of enticing options for consumers and customers when mixing with Purdey’s.
Energy is a growing need for us all, due to increasingly demanding lifestyles. In fact, energy is the fastest growing reason for choosing a soft drink.
Despite the ongoing consumer need for more energy, only 1 in 33 energy occasions feature an energy drink.
Growth in energy is set to continue via more natural, premium offerings which are entering the market in significant numbers.
In light of this it is of no surprise that Britvic have big ambitions for Purdey’s to lead the emerging Natural Energy sub-segment in the near future.
Our team of expert Mixologists set about carefully crafting the range of cocktail serves, which were elevated with different styles and cuts of garnish to bring through the required flavour cues and add a level of elegance. This aspirational styling not only picked up on the current trend of elevated drinks experiences, but also ensured operational efficiency for trade customers through appropriate glassware and garnish selections.
From a visual aspect, the photography mirrors Purdey’s brand purpose – to be creators of positive energy - through a stylish, lively, natural, refreshing and inviting look and feel. Each element featured in the setting was chosen to complement the products, with the bar being used as an interesting backdrop to set the occasion, and the product sitting confidently on the marble counter top with a patterned wall. A touch of greenery and beautiful lighting added a fresh look and feel.
Although primarily developed to compile a hero serves lookbook for the brand, the photography will also be used across different markets and marketing materials such as posters, brochures, websites, recipe cards, restaurant and bar menus etc.
Serve Strategy, Photography, Lookbook