Britvic is backing its water brand Drench with a £2.4m national marketing push, new strapline and a radical packaging overhaul as it looks to boost sales.
The move comes as some have questioned Britvic’s commitment to the Drench brand, following its acquisition of high-profile water brand Ballygowan. Insiders say sales of Drench, which was launched last year, have not met expectations.
Some also believe Britvic may spend heavily on launching Ballygowan in the UK and as a result could axe one of its other three water brands, which include Fruit Shoot H20 and Pennine Spring.
The Drench campaign will run around the theme of mental hydration, and feature the slogan “Your brain is 75% water – keep it topped up… stay drenched”.
The campaign will run between July and September and aims to remind customers that drinking Drench helps them stay on top of their game. The youth-focused brand will now be marketed at the 16to 45-year-old age group.
Britvic adds that its new pack design features a crisper and cleaner look, which it says will help it stand out in the competitive bottled water market.
Andrew Marsden, marketing director at Britvic, says/ “Drench is established as a credible and youthful brand and the new tagline allows us to take this further by using charm and humour to continue to give Drench a distinctive and appealing personality.”