Britvic is bringing back its hit TV ad featuring Brains from Thunderbirds in August after sales of its Drench water brand soared
by more than 100% following the May campaign.
The ad, which marked its expansion from impulse into grocery, led to sales shooting up 107% on last year to £4.3m. The brand had also achieved massive week-on-week volume increases, with rates of sales up 172% in May compared with the previous month, said senior brand manager Cameron Davidson.
"We knew Drench had to do something big and bold to get talked about and into shopping baskets," he said. "The ad has been phenomenal at creating a buzz and we're seeing this reflected in sales."
Following its 2005 launch, the roll-out of Drench was focused on convenience and impulse channels. It launched into grocery this May, with 1.5-litre and two-litre bottles joining the original 500ml and 750ml packs.
It now has 64% distribution across all the multiples and since being on promotion at 29p for a 750ml sports cap in Woolworths it has been the retailer's bestselling water SKU by value and volume for the past three months.
Britvic said brand awareness increased 10-fold following the TV ad, which featured Brains dancing to 1990s hit Rhythm is a Dancer and ran until 8 June.
"In the next year we're looking to build on the momentum Drench has gained through further marketing investment as well as innovation," added Davidson.
A consumer PR campaign is planned for later this summer focused around the theme of mental hydration. The next stage of the ad strategy, for 2009, is currently under discussion, while Britvic is also looking at new formats and packs for Drench next year.
Although sales of Drench are dwarfed by the £100m-plus Volvic and Evian brands, Britvic said it hoped to become a "scale player" through the brand.