Pussy Natural Energy Drinks is unveiling a raft of new creative including an updated can design with new product details, a new price point option, and a revised tray offering which features the playful new ‘Outrageous’ positioning. This is in response to eight months of strategic brand insight work in partnership with award winning creative marketing agency Inkling.
Following the £2.2m investment from shareholders including Sam and Holly Branson, Pussy Natural Energy Drinks has revealed its new brand positioning and mischievous strapline ‘Fuel Your Inner Outrageousness’ in time for the 2015 summer peak.
The new can now illustrates the unique ingredient blend that gives Pussy its distinctive taste with the inclusion of “Passion Fruit & Lime” flavour cues on the front, and highlights the drink is ‘Suitable for Vegan, Vegetarian and Halal’ on the reverse.
Pussy continues to be made from only 100% natural ingredients; it does not contain any taurine or artificial additives – which sets Pussy apart from its competitors and opens the category up to the 73% of consumers who express interest in all-natural energy drinks and the 29% non-users who expressed an interest in all-natural alternatives.
Pussy Natural Energy’s Founder, Jonnie Shearer, said: “After months of talking to our consumers to understand what they truly love about our brand, we’re excited to unveil our new ‘Outrageous’ positioning which captures the essence, playfulness and purpose of our brand. We’ve also listened to the demand from our trade partners by offering the new tray size and price point to support them as we go into the summer months, which is always our strongest time for sales.”
The new ‘Try Me 79p’ price mark cans will be available to trade from August 2015 in 12 x 250ml packs and the recommended wholesale price will be £4.99 giving the retailer a 36.8% ‘Profit on Return’ margin and an increased rate of sale due to the lower price point.
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