Key Points
'Taste like no other' - a current tag line, although it is same-y and unconvincing.
'Discover it' - Purdeys isn't marketed a lot therefore it is something you discover by chance and intrigue. The brand wants to remain quite small and personal.
The packaging for Purdeys rejuvenate must stay opaque due to the ingredients being light sensitive
Audience- described as 'active, on-the-go, looking for a pleasant lift.
People that pursue a relatively healthy lifestyle but aren;t committed to regular exercise and diet.
Problems
The drink isn't bad for you, however the grey packaging makes it come across as chemical and unnatural, and also sugary.
I think that the drink is being devalued by being sold in Poundland, and it's automatically assumed that it is cheap and fizzy. A re-design needs to shake this association
The design is generally too mechanical and I don't think that the illustrations add anything to the visual appeal of the product
An audience needs to be targeted more clearly as at the moment it is unclear, by the packaging, who this drink is for.
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