Drench

Drench is a brand of bottled spring water owned by Britvic. Drench is one of a range of water brands from Britvic, which includes Pennine Spring and Fruit Shoot H20.^[1]

The Water

The spring water in Drench is filtered through sandstone for up to 50 years and then bottled at source from a spring within the Yorkshire hills. However, packaging for the "Juicy Drench" range of juice drinks, launched in February 2009, states the water for this product comes from a spring in Norfolk.

The bottles come in 440ml, 500ml, 750ml, 1.5 litres and 2 litre sizes. They are stocked in all major Supermarkets such as Tesco, Asda, Morrisons, The Co-operative Food and Waitrose who all stock their stores with it.

Advertising

Brains

Drench launched a television advertisement campaign with the puppet character Brains from Thunderbirds dancing to "Rhythm Is a Dancer" by Snap!. The advert depicts Brains dancing, he then takes a sip of Drench and dances better than before. The slogan "Brains perform best when they're hydrated" appears on screen followed by a picture of a Drench water bottle and "Your Brain's 75% water".^[2] The advert was created using computer-generated imagery, and wires to control the puppet. Although the wires are mostly edited out of the images, they are visible at some points. Drench have more recently launched a second advertisement featuring Brains following on from the first. It features the last few seconds of the original advertisement and then Brains proceeds to fall over his prop, a broom. The slogan "Dehydrated Brains don't perform well" appears on screen and is followed by a picture of a Drench water bottle and "Your Brain's 75% water...staydrenched.co.uk" ^[3]

The Clever Hamsters

In late 2009, Drench began a different campaign, focusing on a hamster band, 'The Clever Hamsters', the 4 hamsters are "Miles" (Plays the Saxophone), "Fats" (Plays the Trumpet), "Dizzy" (Plays the Oboe) and "The Duke" (Plays a Mouth-Organ). The ad shows them playing a tune on their instruments with ease after drinking Drench.

Marketing

As part of their experiential marketing campaign Drench created "The Drench Top Up Zone" for 3 months at Bluewater shopping mall in late 2009. The idea behind the campaign was to create a place for shoppers to rest and top up their hydration with samples of Drench, creating brand awareness for the drink. Results showed that 71% of consumers spent up to 20 minutes in "The Zone" and brand awareness increased by 45%.^[4]

References