12 May 2008


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Britvic announces marketing campaign for Drench water

Britvic

Drench

bottled water

advertising campaigns

Source : Britvic
Britvic is rolling out its successful impulse water brand Drench to take home grocery with new larger pack formats supported by a £5.5m marketing campaign including a new creative concept featuring a break-dancing 'Brains' from Thunderbirds.

Drench advert

Drench will now be available in 1.5l, 2l PET bottles and multi-packs of six of the existing 500ml format with sports cap and easy-grip bottle shape.

The original single serve 500ml and 750ml formats will continue to be available in both the grocery and impulse channels to capitalise on the convenience trend for soft drinks.

To support its move into supermarkets, Drench is launching the new TV and digital campaign on the 13th May which builds on its positioning around mental hydration.

The TV campaign features the puppet ‘Brains’ from Thunderbirds, giving the performance of a lifetime while keeping himself topped up with Drench water.

Proving that “Brains perform best when hydrated”, he dances to the 90s dance classic “Rhythm is a dancer” with a unique combination of moves from crumping to knee slides.

Directed by Ringan Ledwidge, the ad will appear as a 90, 60 and number of 10s.

The web experience builds on the TV by giving people the opportunity to test their own mental performance by making brains dance, using either their webcam or keyboard.

The test rates consumers according to alertness, memory and concentration, and the top performers will be rewarded with a free Mp3 download of “Rhythm is a dancer”.

Cameron Davidson, senior brand manager for Drench at Britvic said: “After great success in impulse and convenience stores, the Drench brand is ripe for entry in to the take-home grocery channel.

“As the only water brand to communicate the benefits of drinking water for mental hydration rather than just provenance, Drench is a great proposition for consumers looking for bottled water to drink in the office, on-the-go and at home.”

The new TVC and digital campaign will be complemented with consumer and trade press and PR.

The new Drench range will be available in store at Tesco, Asda, Morrisons, Somerfield and Waitrose from May 2008.

The straight-talking spring water brand, which communicates the benefits of ‘mental’ hydration is looking to replicate its success in impulse stores.

In 2007 Drench experienced 51% uplift in sales, despite tough market conditions.

The launch to the grocery channel follows a redesign of the pack in 2007 to create a crisper, cleaner look to improve shelf stand-out while communicating functionality for the drinker.

With 18 million packaged water drinkers in the UK the bottled water market continues to play an important role in the soft drinks category and Britvic is looking to strengthen its water offering by retailing Drench.

Bottled water is the third largest sub-category in the take-home channel, worth £463 million in 2007 and represents 15% of the soft drinks market by volume.

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Jacquelyne Aers	03 Jun 2008 09:23:16
I think the advert on TV for Drench water is absolutely wonderful. The outstanding advert brings a smile to my face every time it comes on. Well done to whoever was responsible. Try doing some of the other awful ones we have to put up with!! Regards

paul brownley	09 Jun 2008 10:37:27
best advert for years. just makes you want to dance