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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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