Holly Branson: "I love Pussy in the mornings"

Holly Branson: "I love Pussy in the mornings"Monday, October 03, 2011 by Rebecca

The Bransons are no stranger to controversy. Sir Richard Branson did make his fortune with the brand 'Virgin' after all. But have the young Bransons, Sam and Holly, gone too far with their latest investment in natural energy drink, Pussy? The tagline for its new campaign reads: 'The drink is pure: it's your mind that's the problem'. But is this a genuine business proposition, or a gimmick?

It's an old gag. And one that has generated millions for the cocktail industry. From Sex on the Beach to the One-Eyed Willy, we giggle at the bar as we order boozy concoctions with naughty names.

But Pussy? Really?

Sam and Holly Bransons obviously think so. The pair haven't disclosed the scale of their investment or what stake they've taken in the brand, but Holly Branson has been confirmed as the face of the Pussy re-launch. Co-investor Sam "I like Pussy on a night out" Branson also appears in the tongue-in-cheek ad currently making the rounds online (you can watch the video at the bottom of this post).

In case you missed Pussy's launch back in 2004, the natural energy drink is the brainchild of British entrepreneur Jonnie Shearer. Produced using botanical extracts including milk thistle, Siberian ginseng, sarsaparilla, schizandra and guarana mixed with grape juice, carbonated water, grenadilla, lychee and pressed Mexican limes, Pussy claims to be a healthier alternative to traditional energy boosters.

The drink is currently stocked in 3,500 outlets, including Selfridges and - most recently - Tesco, where cans retail at £1.34 for 250ml. Shearer now plans to expand overseas (hence the big PR push). The US and Russia are the first big markets on the business plan but Shearer might have trouble breaking some of the more religious territories.

These concerns haven't tempered the founder's ambition, however: "Seven years into marketing the brand through word of mouth, members' clubs and private events from Monaco to LA, we're proud to be recognised as a major player in the energy drinks market," says Shearer. "My plan is to make Pussy a lifestyle brand, like the Virgin brand that I have admired so much over the years."

Holly Branson is also passionate about the future of Pussy: "When I see and experience a brand I love, I want to get involved," she says. "Pussy is fun, irreverent and exciting. The energy drinks market is growing, but it's crowded with unhealthy options. Investing in Pussy is my commitment to a product that I believe in."

Find out more about Pussy

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Watch the ad below