Britvic is launching a new campaign in the UK to drive further awareness of its spring water brand Drench.

The campaign sees the launch of the UK's "first ever gym" designed to give the brain a work-out and enhance mental fitness, the company said today (17 July). It is designed to educate consumers on the importance of drinking water to keep their brains "performing at best".

The Brain Gym is the next phase in a GBP5.5m (US$11m) marketing campaign which incorporates TV advertising, digital and public relations.

Senior brand manager for Drench at Britvic, Cameron Davidson, said: "We wanted to do something to keep up the momentum around the brand and communicate to consumers the importance of mental hydration in a fun and entertaining way."

The campaign runs until the end of July.