Dirty Sanchez star Mathew Pritchard makes friends with Benefit

Dirty Sanchez star Mathew Pritchard makes friends with Benefit

Dirty Sanchez star Mathew Pritchard makes friends with Benefit

image002.jpgIndependent healthy drinks brand Benefit is launching its newest marketing strategy by bringing on board Dirty Sanchez star, Mathew Pritchard, a healthy living fanatic since 2009, to help drive interest in the brand’s Drink range of vitamin enriched beetroot, carrot and prune juices.

Formerly Cardiff based, Pritchard was best known for his hard living and daredevil antics captured on MTV show Dirty Sanchez which aired throughout the 2000’s. Recently Pritchard, whose motto is ‘Sleep When You’re Dead’ has channelled his passion for the extreme into endurance sports, including triathlons. He is also vegan and hosts his own cooking show ‘Pritchard’s Proper Vegan Food’ through his Youtube Channel.

With Pritchard a keen advocate of the performance enhancing properties of beetroot juice when training, Benefit founder, Gavin Cox felt that he was the perfect ambassador for his juices as it looks for further engagement: On the one hand Pritchard appeals to a generation who remember him from his Dirty Sanchez days, but his re-invention as a vegan, health junkie resonates perfectly with Benefit’s ambitions to make the perception of vegetable and prune juices more youthful and relevant to an audience that is interested in health and wellbeing.

Pritchard will help promote Benefit by incorporating the drinks into his daily routines and as part of his training preparation and will share this via his social media channels and on his YouTube cookery show. The brand will also be involved in his SWYD Sprint Triathlon in Barry next year.

Pritchard has commented:

“I drink Benefit because the prune juice keeps me going, the beetroot makes me go faster and the magnesium qualities of the carrot juice repairs my machine.”

In addition to working with Pritchard, Benefit has worked with animator Allan Buxton to create a series of short videos to help bring the brand to life and make it relevant and meaningful. The first video features the animated Benefit mascot, Louis, rebooting his system with vitamin enriched Benefit Prune juice and will be seeded out via digital channels.

Co-creator Gavin Cox says:

“The idea behind the video is to make prunes (the original superfood) and prune juice interesting by creating content that is fun and relatable. The message in it is clear – prune juice gets you going again at your very best. Our ultimate goal with the juice is for it to be on every breakfast table in the country – a replacement for the ubiquitous orange juice.”

Of the marketing of the brand Gavin Cox says:

“We have big ambitions and with 2412 listings across the major multiples including Tesco and Waitrose we are proud to be a disruptor brand with big ideas: As well as our ambitions for prune juice, we want beetroot to be the athletes drink of choice and for carrot juice to be the go-to drink for looking and feeling great.

“With clever spending and a collaborative approach, we are looking at ways of communicating efficiently and effectively to our audience which is why we’ve chosen these creative routes.”

Production of the next two robot videos is currently underway and they are also looking for another ambassador to compliment Matthew Pritchard.

You must be logged in to post a comment Login