Leading soft drinks supplier, Britvic, is putting drench back on TV this May with a £2.5 million marketing push. The new TV adverts form part of drench’s new ‘smart hydration’ campaign that’s designed to get consumers to consider different and smarter ways to stay hydrated, and ultimately drive sales for retailers. Britvic is also offering consumers extra value for money by increasing the size of its Juicy drench bottle by 13.5% at no extra cost for a limited period.
On air from 1st May, the four-week campaign consists of two 40 second adverts. Both are set at drench HQ, where various tongue-in-cheek experiments are being carried out to find ‘smart’ ways to keep people hydrated. The first advert sees a range of people challenged to stay on their feet while being doused in water by two huge fire engine hoses, the second sees a family being soaked by an airplane flying over and dumping water on their caravan. However, none of the experiments are as smart or successful as Juicy drench in helping people to stay hydrated.
Tasty ways to stay on top of your game
Britvic has also introduced also introduced 13.5% extra free packs on juicy drench to offer consumers better value for money. The limited edition larger 500ml Juicy drench PET bottles are available now across the range’s Orange & Passionfruit, Cranberry & Raspberry and Blackcurrant & Apple flavours.
Helen Gorman, drench Brand Controller, Britvic, commented:
“The ‘Smart Hydration’ campaign is part of a major change in the way we talk about the drench brand. We want to grow our audience from what has been more of a niche market to a much larger scale. When people pick up a soft drink on the go to hydrate themselves, we want Juicy drench to be their first choice.
“Juicy drench is currently worth £13 million and growing by 43% year on year. The TV campaign will grow brand awareness even further, so retailers need to stock up to take advantage of this great sales opportunity."
Nielsen MAT data to w/e 19.03.11