PURDEY’S HERO SERVES
Presenting an ENERGY DRINK RTD as a credible alternative to A MIXER
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.
Serve Strategy | Photography | Look Book
The Challenge
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.
THE Insight
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. We know that consumers are also now drinking less alcohol and looking for alternatives when out in bars. Purdey’s is a liquid that can mix with alcohol, and
non-alcoholic ingredients to create delicious and sophisticated
mixed drinks and cocktails.
The APPROACH
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 current drinks trends, 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.
THE WONDER
The new photography and cocktail serves have been greeted with a wonderful reception, so much so that the photography is being featured on the walls of the Britvic head offices! We will now be working with targeted customers to develop bespoke menu activations in their premium outlets.
