Pussys updated can features flavour cues

Pussy's updated can features flavour cues

Energy drink Pussy is to launch an updated design as well as GBP0.79p can option in the UK, following a GBP2.2m (US$3.4m) boost from investors.

The move comes after "eight months of strategic brand insight work" and the new campaign includes the strapline 'Fuel Your Inner Outrageousness'.

Investors in the brand include Richard Branson's children Sam and Holly, who ploughed money into Pussy in 2011.

The new packaging places greater emphasis on the flavour of the drink with the words 'passion fruit & lime' on the front. The can also highlights that the drink is ‘suitable for vegan, vegetarian and halal’.

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. We’ve also listened to the demand from our trade partners by offering the new tray size and price point to support them as we go into the summer months, which is always our strongest time for sales."

The new ‘Try Me 79p’ price mark cans will be available to trade from August in 12x250ml packs, with a recommended wholesale price of GBP4.99.

In 2013, an ad campaign for Pussy was banned by UK regulators over complaints it was sexist and derogatory to women