"Water, water everywhere but not a drop to drink"
If only that saying were true for Britvic the makers of the now firmly established bottled spring water drink "Drench"
I admire Britvic for launching an attempt on the bottled water monopoly owned by such popular products as Evian and Volvic. While the website Brandgymblog.com thinks that the product lacks innovation and has no brand story to believe in, I believe that by focusing not so much on the product but its benefits, drench allows the consumer to feel better about not just their skin and worrying about their fading youth like other brands might suggest. The product goes on to suggest that its product directly benefits the most important organ in the body...the brain for all you r-rated thinkers . Drench suggests that the brain works better when fully hydrated, which may be bleeding obvious but that's never stopped good advertising before this pointing out that we should already know!
I also admire its design and name, while it lacks the solid ergonomic handles cleverly sculpted into design by Evian etc the above picture of the bottle design highlights the liquid nature of water and even when empty looks like the product is half full. The name has the connotations of the feeling of absolute refreshment and an instant reduction of temperature.
The first of drenches T.V campaign featured popular nostalgic character "Brains" from "Thunderbirds". In the memorable advert Brains dances to early 90's classic "Rythm is a dancer" By Snap. Brains dances okay, but of course he can do better..cue one sip of New drench... and Brains dances infinitely better and with renewed energy. Then comes the tagline.." Brains perform best when hydrated"..very nice!
"Your brain is 75% water , stay drenched"..even better.
By reminding us of scientific fact this advert evokes memories of Loreal's famous Jennifer Aniston's " Here comes the science". We believe what we hear from a voice of power and authority (normally the all powerful T.V)
The belated point of this article is that selling water should be hard ( its pretty much free people!) but in the last ten or so years its become easy, so to break in to a market like drench have done surely means they are doing something right. Now they just have to hold on. Anyone else thirsty.....
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