Britvic Soft Drinks is to invest £1m in a campaign to promote its Purdey's multi-vitamin fruit juice drink.

The Need Rejuvenating? campaign will run throughout July and include urban office and transport hub sampling, a promotion with online media support and sponsorship of The Big Chill music festival in Herefordshire.

Direct retailer support includes a 'Buy two, get one free' deal at certain major cash & carries.

Elsewhere at Britvic, research by AC Nielsen has revealed that Fruit Shoot from Robinsons is the most successful soft drink launch of the past seven years in the take-home sector.

Fruit Shoot is said to be worth over £62m, with value sales growth of 37 per cent during the past year. During 2004 it will receive a £6m investment, to include tv advertising and on-pack promotions.

leisure-kit keyword: Britvic