Britvic Soft Drinks is launching an ad campaign for its new Juicy Drench brand, featuring a giant pheasant being ridden by a cowboy.
The ad will feature the classic Black Box track, Ride on Time. Created by CHI & Partners, the TV ad will break during the finale of Lost on Sky 1 on May 17.
It features the end line “Stay on top of your game” and forms part of a £5.5m marketing campaign that includes TV, PR, online and in-store activity.
On May 18 a giant ‘bucking bronco style’ pheasant rodeo will be launched in Covent Garden.
The newly crowned Miss Great Britain, Sophie Gradon will be encouraging members of the public to “stay on top of their game” and ride the pheasant and become involved and engaged with the ad.
Britvic launched the natural fruit juice brand in March, aimed at attracting adult juice drinkers.
It follows the launch last year of the successful “Brains” campaign for the flagship Drench brand. It featured the character Brains from the cult TV programme Thunderbirds.