5, 4, 3, 2, 1 - Drench campaign is go

30 May, 2008

Britvic is rolling out a £5.5 million marketing campaign for water brand Drench, featuring a break

dancing Brains from Thunderbirds.

Running with the strapline: "Brains perform better when hydrated", the campaign will support the introduction of larger -pack formats for the brand.

In the TV ad, the puppet

dances to the song

Rhythm is a

Dancer

while drinking Drench. The online ad allows consumers to control Brains's dancing with either a keyboard or webcam

and there is a chance to win an MP3 of the track from the ad. PR activity and ads in the consumer

press will support the campaign.

Cameron Davidson, senior brand manager, said: "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 range, which previously consisted of 50cl and 75cl bottles, is now also available in 1.5-litre and 2-litre bottles, as well as six-packs of the 50cl format.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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