Britvic's Drench in €3.2m marketing campaign

UK-based soft drinks producer Britvic is reportedly planning a €3.2m ($4.7m) overhaul of its bottled water brand Drench for the second time in less than a year in an attempt to boost sales.

*UK-based soft drinks producer Britvic is reportedly planning a €3.2 million ($4.7 million) overhaul of its bottled water brand Drench for the second time in less than a year in an attempt to boost sales. *

The overhaul will include a packaging redesign and will be supported by a TV advertising campaign in time for the key summer selling period.

In July 2007, the brand launched a national press and radio promotion for three months, reaching out to consumers aged 16-34 years old. The campaign featured the advertising tagline, 'Your brain is 75% water – keep it topped up … stay drenched'.

At the time, Britvic Marketing Director Andrew Marsden, said: “Drench has established itself as a credible and youthful brand, and this new campaign will build on this by using charm and humour to continue to give Drench a distinctive and appealing personality.”

Drench is currently sold in an easy-grip bottle shape in 50cl and 75cl formats, with a convenient on-the-go sports cap.