Cawston Press is launching its biggest campaign this summer to help combat the lack of understanding in fizzy drinks, along with a new ‘No Jiggery Pokery’ tagline.
The campaign aims to highlight the “often misleading messaging and opaque practices” that exist within the soft drinks industry.
This is fuelled by an insight from its research, which shows that 63%, would prefer it if fizzy drinks were made with more natural ingredients, highlighting an underlying desire to consume more consciously.
Laura Hedderman, Head of Marketing at Cawston Press, said: “At Cawston Press, we’re on a mission to shine a light on how it’s possible to create great-tasting, sparkling soft drinks from real, recognisable and simple ingredients – no misleading language, hidden sweeteners or added sugar, which this research shows is more pertinent than ever.
“It’s exciting to see that such a large number (63%) of people want drinks with more natural ingredients and we hope to encourage the population to really consider what they choose to consume, and challenge the soft drinks industry to do more when it comes to transparency and real ingredients. We make life more difficult for ourselves by not cutting corners and doing things properly to create better-tasting soft drinks. We like to call it ‘no jiggery pokery’.”
The brand has also created new 750ml Sparkling Sharing Bottles, a mix of pressed fruit and sparkling water, for summer.
