Britvic has launched a new advertising campaign for its Drench brand in the UK.

The soft drinks company said yesterday (2 June) that the campaign kicks off this month with a GBP2.4m (US$4.7m) investment which will push the brand until September. The promotional push uses the tagline: 'Your brain is 75% water - keep it topped up, stay drenched.'

Britvic marketing director Andrew Marsden said: "The new Drench campaign allows us to communicate an engaging message around mental hydration that differentiates us from other water brands on the market. Consumer response to this concept has been positive to date with the new tagline receiving a very strong and positive response in testing."

The campaign will support the recently-launched new pack design for Drench which features the water in 500ml and 750ml bottles.

Earlier this year, Britvic posted a lift in first-half profits, thanks to strong performances from both CSDs and still drinks. The company saw operating profit for the 28 weeks to 15 April rise by 30.1% year-on-year, hitting GBP24.2m. Total sales for the period were up 9.3% to GBP353.6m.

While revenue from still drinks was up 8.5% to GBP166.8m, CSD sales also outperformed the market, Britvic said, rising 9.6% to GBP175.2m.