The concept of PURA Beverage Company’s latest campaign is inspired by the brand’s driving philosophy that everyone should try to ‘live a little PURA’, a belief that if you are in a position to make a difference, then you should. No grand gestures, just small things that people can all do every day to make the world a better place. The message is simple: the world will be a better place if everyone gives a PSHT!
‘When I founded PURA Beverages I wanted to build a company that focused on the ‘why’ rather than the ‘what’. The brand needed to be purpose-driving and have meaning. The ‘why’ of the brand is to make a positive difference through all aspects of business; the people, the product, the planet, the companies we partner with and, of course, ultimately the profit. The ‘why’ of the product is to help people be a little healthier and more conscious about what they put into their bodies. This all came together in the brand’s philosophy of ‘live a little PURA,’ said Greig Jansen, CEO PURA Beverages.
The Give a PSHT! campaign is focused on the same key pillars that the ‘why’ of the brand has been built on: caring about the planet and caring about people.
‘There’s no polite way to say this: what the world needs now is more people who give a PSHT! We’re not suggesting that everyone turns vegan, hug a tree and chase a whaling ship with a rubber duck – although, we respect those folks. We’re talking about each and every person playing a small part to make a big difference – and having a good time doing it,’ continued Jansen.
‘As a local business, we feel that it is our responsibility to lead by example. Imagine the difference it would make if everyone supported small, local businesses, was a little healthier or chose to recycle instead of dumping their waste. These might not seem like huge changes but at the end of the day every little bit adds up to create a big impact on the world around us,’ Jansen concluded.
The campaign is driven by a call to action for individuals to share what they personally give a PSHT! about. PURA Soda has created a platform that recognises local people who are making a difference by uplifting their communities and the world around them through their activities.
The campaign will come to a head early next year, at the Give a PSHT! Awards. There, the brand will recognise and reward the people who stood out for the positive impact that they have had on the world around them. R50,000 in cash prizes will be awarded to the individuals that PURA Beverages feels are the most deserving and will aid in the further impact of their actions. Click here for more information.
The Give a PSHT! campaign was developed by Leagas Delaney South Africa, led by Gavin Whitfield, Partner and Executive Creative Director.
PURA BEVERAGE COMPANY
https://livealittlepura.com/
