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Puppet promotes water
Drench is the subject of a new £5.5 million marketing campaign, which features a break-dancing Brains from Thunderbirds. The campaign for Britvic’s impulse water brand supports its roll out into the grocery sector this month, accompanied by the introduction of larger pack formats for the brand.
The television and digital campaign, which launched yesterday (13 May), uses the tagline “Brains perform better when hydrated”. In the television ad, the puppet from Thunderbirds dances to “Rhythm is a dancer”, pausing to drink Drench. The online version allows consumers to control Brains’s dancing with either a keyboard or webcam, with a chance to win an mp3 of the track from the ad.
The Drench range previously consisted of 500ml and 750ml bottles, and is now also available in 1.5l and 2l bottles, as well as six-packs of the 500ml format. The range is already listed in Tesco, Asda, Morrisons, Somerfield and Waitrose.
Clinton Cawood, 14/05/08