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Blue Marlin invigorates SoBe Pure Rush with a dynamic new design

Blue Marlin invigorates SoBe Pure Rush with a dynamic new design

Britvic Soft Drinks has expanded its portfolio by introducing PepsiCo’s SoBe Pure Rush energy drink to the UK market.

SoBe Pure Rush has been redesigned by independent integrated design and branding agency Blue Marlin for its UK launch.

SoBe stands for South Beach, but it would be easy to assume it meant “so beautiful” thanks to its stunning new packaging.

SoBe Pure Rush, which contains naturally-energising caffeine, guarana and ginseng, and no artificial colours or flavourings, appeals to people with busy lives, multitaskers who are always on the go and who want a pick me up. It was launched on test in Norway in 2009 and has proven so successful it is destined to become a global brand.

Energy drinks represent the fourth largest sector in the UK soft drinks market and the fastest growing category, notching up annual sales growth of almost 14 per cent (Nielsen). However, the market is dominated by testosterone-fuelled stimulants aimed squarely at young males.

Pure Rush will look to capitalise on this growing trend for energy and stimulant drinks with a great tasting drink that appeals to both sexes. SoBe Pure Rush’s new livery is deliberately unisex, eschewing the usual black or blue palette for clean, fresh white, The two entwined lizards, which have been the icon of the South Beach Beverage Company since launch in 1996, feature prominently on pack in a more overt depiction of the infinity symbol – Pure Rush keeps you going.

This is further emphasised with the line “Naturally Energising”. The whole pack is printed in an iridescent finish for greater shelf stand out.

Blue Marlin creative director Simon Pendry comments: “We’ve made the pack more single-minded and really brought the lizards to life. The South Beach ethos is all about being comfortable in your own skin and the new packaging reflects that, it has a relaxed confidence.”

Britvic’s Head of Seed Brands, Jon Evans, commented: “SoBe Pure Rush is a great-tasting energy drink, with an exciting new design, that offers consumers something completely different. Research shows that the number of people buying stimulant drinks is in decline recently, because people don’t like how they taste, and because they’re full of artificial ingredients. Pure Rush has been designed to address this. We are confident it will bring new shoppers into the category and help further grow sales in the stimulant drink segment, which is now worth £399 million. ”

The new look SoBe Pure Rush 250ml slim line can is currently available in BP, WH Smith Travel stores and urban cafes and delis. For further information contact: Blue Marlin communications director Ruth Nicholas at, or on telephone number 020 7471 6330 begin_of_the_skype_highlighting            020 7471 6330      end_of_the_skype_highlighting

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