Thu, 28 Jul 2022 08:25:29 GMT
Brand agency Continuous has created the positioning and launch campaign for Purity Brewing’s exciting new Kombucha product, Pure Booch.
The campaign idea 'Slow makes it so' focuses on how the slow-brew process is responsible for everything good about Pure Booch. This sentiment captures both the process and the customer experience.
“We live in a fast world. But there’s still a place for slow. This philosophy is important for an authentic kombucha and something we wanted to focus on when telling our story” said Patrick O’Connor, founder of Pure Booch.
“While the process makes Pure Booch authentic, high quality, healthy, tasty, and naturally fizzy, the experience of sipping the drink also makes it different — makes it special,” comments Stephen Ardern, MD of Continuous.
Patrick ‘Paddy’ O’Connor never thought a year as an ecology research technician in South Africa would lead to Pure Booch. But it did. After being unwell and on antibiotics for months, his system became depleted of all good bacteria. He then discovered kombucha. But it wasn’t just any kombucha. It was home-brewed by Paddy himself, using his experience as a research scientist to create the cleanest brew possible. With a little (aka, a lot) of trial and error and state-of-the-art equipment, Paddy has since mastered the art of crafting authentic kombucha at its purest - with the secret in its slow-brew process. It’s the story of how one man’s pure passion has become everyone’s Pure Booch. And as they say, the rest is history (in the very slow making).
“We needed an agency that could bring our story to life. Continuous helped us tell the story of authenticity. They made us appreciate that Paddy was an asset that other brands do not have,” said Paul Brazier, head of marketing at Purity, adding, “They had a real passion and brought the experience.”
Purity’s Pure Booch range was brewed for 30 days using “a unique blend of green and black tea” before being fermented with sugar and a culture of bacteria and yeast. The drinks were made at a kombucha brewery in Birmingham, which had become part of the award-winning Purity Brewing Co family, said the brand.
Pure Booch was launched to the on-trade and off-trade in July and is Purity Brewing’s first move outside beer in its 18-year history.
Paul added, “With the launch of our low ABV offering Point Five earlier this year we knew how important the N0L0 market and category is becoming in the UK, with more than 25% of young people aged 18-24 classing themselves as ‘non-drinkers’.”view more - CreativeContinuous, Thu, 28 Jul 2022 08:25:29 GMT