New can design for Pussy highlights natural ingredients


pussy new can

The can for Pussy Natural Energy Drink has been revamped as part of a new brand positioning and marketing activity.

The new can now highlights how passion fruit and lime flavours are used in Pussy’s unique blend and how it is made from only 100% natural ingredients without taurine or artificial additives. It also points out that it is suitable for vegans, vegetarians and halal.

It aims to tap into the 73% of consumers who, according to research group Mintel, express interest in all-natural energy drinks and the 29% non-users who expressed an interest in all-natural alternatives.

As part of a new marketing drive this summer, the brand has also unveiled a new “mischievous” strapline, “Fuel Your Inner Outrageousness”. It follows an injection of £2.2m of investment from shareholders including Sam and Holly Branson.

Pussy Natural Energy Drink’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.”

Launched in 2006, Pussy Natural Energy Drink is made from carbonated water, grape juice, lime juice, sugar, passion fruit and lychee natural flavourings, caffeine from green coffee beans and a botanical blend including guarana, Siberian ginseng and milk thistle.

It has seen a 305% increase in sales since its launch and is now available in over 10 countries globally. Mainly targeted at the off-trade, it has also been building distribution in bars, pubs and clubs.

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