Purity Soft Drinks says its new ‘Punchy to the Core’ marketing campaign for Juice Burst is the brand’s biggest yet.

The campaign, backed by a six-figure investment, will run from June across social media, digital advertising, nationwide sampling and outdoor advertising.

It is set to reach more than 30 million UK adults and be seen 174 million times, according to the supplier.

Juice Burst’s Apple variety is front and centre of the campaign, having become the number one apple drink-now fruit juice SKU, according to IRI data.

Juice Burst to launch Peach Ice Tea variety

Sarah Baldwin, CEO of 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.

“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. In fact, when choosing a soft drink, health is now the second most important consideration after taste, with 41% of juice drinkers choosing a product because of its health credentials and 36% preferring products that provide one of their five-a-day. ‘Punchy to the Core’ is an extension of our mission, bringing the great taste and health credentials of Juice Burst Apple to juice lovers and health-conscious consumers UK-wide.”

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