The beverage brand says that the concept 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, you should. No grand gestures, just small things that people can all do every day to make the world a better place.

"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," says Greig Jansen, CEO of PURA Beverages. 

"The 'why' of the product is to help people be 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'," adds Jansen.

PURA Soda prides itself on its conscious approach to business. Its products are low in sugar, use only natural ingredients and flavours, and contain no colourants or artificial preservatives, but they still taste great. According to the brand, its cans are 100% recyclable, made from 25% recycled aluminium and their Pura Kids product comes with a paper straw, ensuring they are not harmful to the natural environment.

This philosophy extends to the partners that the brand aligns itself with, working with like-minded businesses that share its philosophies and values. PURA Soda is also an avid supporter of several causes, including:
  • Clean C
  • Laureus Sport for Good
  • Bike Empowerment Network, and
  • Sentinel Ocean Alliance.

The 'Give a PSHT!' campaign is the natural progression of this philosophy and focuses on the same key pillars that the 'why' of the brand has been built on — caring about the planet and 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 every person playing a small part of making a big difference — and having a good time doing it," adds Jansen.

"As a local business, we feel 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 every little bit adds up to create a big impact on the world around us," Jansen concludes.

The campaign is driven by a call to action for individuals to share what they 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 through their activities.

The campaign will come to a head in early 2023 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.

Individuals who would like to nominate themselves or someone they know can click here and tell PURA why they feel that that person deserves to be recognised by this initiative. Five finalists will be announced in the lead-up to the awards.

Applications open on Monday, 28 November.

For more information, visit www.livealittlepura.com. You can also follow The PURA Beverage Company on Facebook, Twitter or on Instagram.