Pussy Drinks is set to launch a marketing campaign in the UK for its namesake energy drink brand.

The campaign, announced yesterday (14 March), will be created by newly-appointed marketing agency Beattie McGuinness Bungay (BMB). As part of the deal BMB has become a shareholder in the business, the firm said, without specifying the size of BMB's stake.

The campaign will include a nationwide social media, digital and experiential campaign to launch in April.

Pussy launched in the UK five years ago. However, last year the energy drink stirred up complaints after featuring on Channel 4's F Word.

Despite this, off-trade sales director Matt Williams told just-drinks yesterday that the energy drink is to appear in a number of programmes in the UK this year, including prime-time UK soap opera Emmerdale.