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