UK: Britvic plans to drench the take home market

UK soft drinks group Britvic is to roll out its water brand drench in the UK grocery sector, with the launch of new larger-pack formats and a GBP5.5m (US$10.76m) marketing campaign.

The impulse brand will now be available in 1.5-litre and 2-litre PET bottles and multi-packs of six of the existing 500ml format with sports cap and easy-grip bottle shape. The original single serve 500ml and 750ml formats will continue to be available in both the grocery and impulse channels to capitalise on the convenience trend for soft drinks, Britvic said.

The TV and digital ad campaign launches on Tuesday (13 May), and is aimed at building on the brand's positioning around mental hydration. The creative for the new ad campaign is to feature the character 'Brains' from Thunderbirds breakdancing.

Meanwhile, the web experience builds on the TV creative with an interactive game. The new campaign will be complemented with consumer and trade press and PR, Britvic said.

"After great success in impulse and convenience stores, the drench brand is ripe for entry into the take-home grocery channel," said Cameron Davidson, senior brand manager for drench at Britvic. "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."