I think that one of the main problems with Purdey's is that there is too much information on the bottle and nothing that really grabs your attention, also the tone of voice is unfriendly and cold in comparison to other 'health' drinks such as Innocent and Froosh, although these drinks are actually fruit, this is the angle that Purdeys wants to head towards, as at the moment it looks like a generic energy drink.
Personification of the bottle
No use of caps, makes it seem approachable and friendly. Also not using exclamation marks makes it come across as trustworthy and to the point.
Spacious and well balanced - no daunting blocks of text
Simple and punchy
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