Britvic gives breakdancing Brains a return

Monday, 05 January 2009

Leading soft drinks company Britvic today announced ‘breakdancing Brains' will be back in action on behalf of spring water brand drench to highlight the perils of post-Christmas dehydration.

The new marketing campaign will include a new 20s TV advert featuring Brains and his now famous moves which aired on New Year's Day.

Unfortunately "Brains aren't at their best in January" and Brains takes a tumble over his broom while performing.

Brand Manager Sarah Dossett said "After the run away success of the ad and the considerable growth drench has experienced in the last year, we thought it was time to bring Brains back for an encore to keep the brand front of mind with consumers.

"The festive period can be tough on our brains and getting back to work even tougher - but drench is looking to provide a little light relief and plenty of hydration."

The marketing campaign will also include trade press and consumer PR campaign to drive awareness of the brand beyond the initial January TV campaign.

The last Brains ad was a runaway success, having been seen by 42 million people and achieving over 2 million hits on You Tube.

Drench is 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.

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 become a scale player in the water category through the drench brand.

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.

To view the full add, click here.

Source: Britvic