Pussy Natural Energy Drinks has updated its offer with an revamped design, lower-priced PMP, and new brand positioning.
The redesigned 250ml can features the words ‘Passion fruit & lime’ on the front, and replaces the text ‘With added milk thistle’ to ‘100% natural ingredients’. The rear of the can now highlights that the product is vegetarian, vegan and halal.
Pussy is also introducing a 79p price-marked can for the first time, after previously offering a £1 PMP. The rsp of the standard can remains unchanged at £1.09.
The new cans will be available to retailers in 12x250ml trays featuring new strapline ‘Fuel your inner outrageousness’. Pussy said the new positioning followed eight months of strategic brand insight work with creative agency Inkling. The new strapline replaces ‘The drink’s pure, it’s your mind that’s the problem’.
“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,” said Pussy founder Jonnie Shearer.
“We’ve also listened to the demand from our trade partners by offering the new tray size and price point to support them in the summer months, which is always our strongest time for sales.”
The brand update follows £2.2m investment from shareholders including Sam and Holly Branson – son and daughter of Richard.
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