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UK: Britvic updates Drench water brand

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Britvic has introduced a new pack design for its Drench brand as part of a new marketing campaign.

The soft drinks company said yesterday (7 June) that the packaging revamp kicks off a GBP2.4m (US$4.7m) investment in a marketing campaign, which will push the brand from July to September. The promotional push uses the tagline: 'Your brain is 75% water - keep it topped up, stay drenched'.

The updates packaging will appear on the 500ml and 750ml bottles from this month.

Britvic marketing director Andrew Marsden said: "Drench has successfully established itself as a credible and youthful brand and this new tagline allows us to take this further by using charm and humour to continue to give Drench a distinctive and appealing personality. In addition it allows us to widen Drench's scope to consumers aged 16-45+ who simply use water to stay hydrated.

"The bottled water sub-category is of huge importance, with the increasing consumer shift towards healthier soft drinks options driving continued growth."

Britvic recently posted a lift in first-half profits, thanks to strong performances from both CSDs and still drinks. The UK-based company said that operating profit for the 28 weeks to 15 April increased 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.


Sectors: Soft drinks, Water

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