Britvic is splashing out £2.4m on a marketing campaign for its recently-launched Drench water brand that deliberately targets young urbanites.

The company's 'Flow your own way' campaign, which kicks off this month, will include posters across the country's busiest cities and a search for talented young artists.

The 48-sheet posters, which depict city activities associated with young adults, such as skateboarding, will feature in London, Leeds, Birmingham, Sheffield and Manchester, along with bus shelter wraps and banners specially created by urban artist Johnny Voss.A sampling programme and advertising across consumer titles, including NME and Time Out, will support the campaign.

Category director Andrew Marsden said Britvic chose a poster campaign for Drench throughout UK cities rather than advertising the brand on TV because it wanted to reinforce its unique position as a water for on-the-go 16 to 34-year olds. "The new campaign positions Drench as the water for mobile, urban youth," he said.

Britvic is also launching a nationwide search for the next urban artists and illustrators under the Drench Art Prize. Setting off across the country this month is a roadshow designed to encourage young, city dwellers to draw on their environment for inspiration.

The winner will have artwork displayed for a year in a top art gallery. Second prize is a one-on-one creative session with Voss.