Drench to launch goldfish campaign using TV and augmented reality

Drench, the Britvic owned water range, is launching a new £5.5m TV and digital advertising campaign, in a bid has been to drive awareness of the brand.

Drench campaign

The ad promotes the drench and juicy drench spring water variants, and features Mr Memory, a gymnastic goldfish.

In the 10 seconds teaser ad, viewers will see Mr Memory tackle different obstacles in a home-made assault course in a bid to demonstrate that brains perform best when hydrated. The campaign has been created by CHI & Partners.

It will air for the first time during Hollyoaks on 25th February at 6.45pm, encouraging viewers to see the full 68 second ad online.

Drench says it wants to drive awareness, trial and rate of sale for retailers. Customers who purchase drench spring water will also have the opportunity to, ’Fish for Prizes’ through an on-pack promotion using the latest augmented reality technology.

The company hopes this will help to drive excitement and trial of both drench and drench juicy spring water. Its last ad featured a giant pheasant being ridden by a cowboy.

Sarah Dossett, drench senior brand manager, Britvic, says: “Consumers know that staying hydrated is good for them but often they just need a little reminder. drench will be reminding them in a fun and engaging way with the Goldfish campaign across TV, radio, online and on-pack, as well as in-store.”

Rival water brand Highland Spring recently partnered with Sir Chris Hoy in a new on-pack promotion – Get in Gear With Chris Hoy, encouraging consumers to get on their bikes this winter and has also signed a sponsorship deal with Scottish European Tour player Marc Warren.

According to Britvic’s Soft Drinks Report 2009, which uses data from Nielsen, water sales have been falling in the last two years, compared with other soft drinks.

The report suggests sales dropped 9% to £417m at the end of last year, with branded water doing better than own labels. Highland Spring sales are reported to have remained flat, while rival brands Evian and Volvic saw sales fall (down 7% and 13% respectively). However, Buxton is reported to have seen its sales rise by 3% and relaunched brand Drench increased sales by 67%.

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