Britvic will shun the use of television in the &£2.25m marketing campaign for the launch of Drench, its premium bottled water aimed at the young “iPod generation”.
The soft drinks company, famous for its bold and brassy television ad campaigns such as those for its Tango and Robinsons brands, believes it will be easier to target the product’s core consumer through ambient marketing alone rather than TV.
Britvic category manager Andrew Marsden says its advertising agency Clemmow Hornby Inge and below-the-line agency Inferno have been working with media agency MindShare to focus the campaign on “urban centres”. It will use the strapline “Flow Your Own Way”.
Marsden says: “This is the first time we’ve made a positive decision not to use TV for a launch campaign. It’s simply better targeting as the target consumer doesn’t sit around watching television all night but gets out and about.”
It is believed the campaign, which will break in the next few weeks, will focus largely on inner-city poster sites, clubs and bus shelters.
Meanwhile, Britvic has appointed mobile marketing provider Enpocket to its agency roster.
The company will work on mobile consumer campaigns across Britvic’s 15 brands.