Drench is a brand of bottled spring water owned by Britvic

Britvic

Britvic plc is a British producer of soft drinks. It is the number two soft drinks producer in the UK. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index...

. Drench is one of a range of water brands from Britvic, which includes Pennine Spring

Pennine Spring

Pennine Spring is a brand of mineral water owned by Britvic that comes from the Yorkshire Pennines, in the United Kingdom.Established in 1871, Pennine Spring was produced by Ben Shaws of Huddersfield. In 2004, Britvic bought the brand and the Ben Shaws site. Pennine Spring is available as still and...

 and Fruit Shoot

Fruit Shoot

Robinson's Fruit Shoot is a juice drink which is marketed to adults for their children and produced by Britvic drinks and sold in the United Kingdom. It has been positioned as a somewhat healthier alternative to fizzy drinks such as Coca Cola, with partnerships with The Scouts, and no added sugar...

 H20.

The Water

The spring water in Drench is filtered through sandstone

Sandstone

Sandstone is a sedimentary rock composed mainly of sand-sized minerals or rock grains.Most sandstone is composed of quartz and/or feldspar because these are the most common minerals in the Earth's crust. Like sand, sandstone may be any colour, but the most common colours are tan, brown, yellow,...

 for up to 50 years and then bottled at source from a spring

Spring (hydrosphere)

A spring—also known as a rising or resurgence—is a component of the hydrosphere. Specifically, it is any natural situation where water flows to the surface of the earth from underground...

 within the Yorkshire

Yorkshire

Yorkshire is a historic county of northern England and the largest in the United Kingdom. Because of its great size in comparison to other English counties, functions have been increasingly undertaken over time by its subdivisions, which have also been subject to periodic reform...

 hills. However, packaging for the "Juicy Drench" range of juice drinks, launched in February 2009, states the water for this product comes from a spring in Norfolk.

The bottles come in 440ml, 750ml, 1.5 litres and 2 litre sizes. Supermarkets such as Tesco

Tesco

Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...

, Asda

Asda

Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...

, Morrisons

Morrisons

Wm Morrison Supermarkets plc is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford, West Yorkshire, England. The company is usually referred to and is branded as Morrisons formerly Morrison's, and it is part of the FTSE 100 Index of companies...

, Somerfield

Somerfield

Somerfield was a chain of small to medium sized supermarkets operating in the United Kingdom. The company was taken over by the Co-operative Group on 2 March 2009 in a £1.57 billion deal, creating the UK's fifth largest food retailer. The name is currently being phased out and replaced by the...

 and Waitrose

Waitrose

Waitrose Limited is an upmarket chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. Its head office is in Bracknell, Berkshire, England...

 all stock their stores with it.

Brains

Drench launched a television advertisement campaign with the puppet

Puppet

A puppet is an inanimate object or representational figure animated or manipulated by an entertainer, who is called a puppeteer. It is used in puppetry, a play or a presentation that is a very ancient form of theatre....

 character Brains

Brains (Thunderbirds)

Brains is a fictional character in the 1960s British Supermarionation television series Thunderbirds, its sequel films Thunderbirds Are Go and Thunderbird 6 , and the 2004 live-action remake film Thunderbirds. Brains was born 14 November 2040 and was orphaned when a hurricane struck his family's...

 from Thunderbirds

Thunderbirds (TV series)

Thunderbirds is a British mid-1960s science fiction television show devised by Gerry and Sylvia Anderson and made by AP Films using a form of marionette puppetry dubbed "Supermarionation"...

 dancing to Rhythm is a Dancer

Rhythm Is a Dancer

"Rhythm Is a Dancer" is a song recorded by the act Snap!, released as a single in the second quarter of 1992, from the album The Madman's Return...

 by SNAP

Snap

-Computing:* ITK-SNAP, a medical imaging software application* Snap * SNAP , a symbolic circuit simulator* Snap Server, a computer storage device* Subnetwork Access Protocol , capable of binding to the Logical Link Control...

. The advert depicts Brains dancing, he then takes a sip of Drench and dances better than before. The slogan "Brains perform best when they're hydrated" appears on screen followed by a picture of a Drench water bottle and "Your Brain's 75% water". The advert was created using computer-generated imagery

Computer-generated imagery

Computer-generated imagery is the application of the field of computer graphics or, more specifically, 3D computer graphics to special effects in art, video games, films, television programs, commercials, simulators and simulation generally, and printed media...

, and wires to control the puppet.. Although the wires are mostly edited out of the images, they are visible at some points.
Drench have more recently launched a second advertisement featuring Brains

Brains (Thunderbirds)

Brains is a fictional character in the 1960s British Supermarionation television series Thunderbirds, its sequel films Thunderbirds Are Go and Thunderbird 6 , and the 2004 live-action remake film Thunderbirds. Brains was born 14 November 2040 and was orphaned when a hurricane struck his family's...

 following on from the first. It features the last few seconds of the original advertisement and then Brains

Brains (Thunderbirds)

Brains is a fictional character in the 1960s British Supermarionation television series Thunderbirds, its sequel films Thunderbirds Are Go and Thunderbird 6 , and the 2004 live-action remake film Thunderbirds. Brains was born 14 November 2040 and was orphaned when a hurricane struck his family's...

 proceeds to fall over his prop, a broom. The slogan "Dehydrated Brains don't perform well" appears on screen and is followed by a picture of a Drench water bottle and "Your Brain's 75% water...staydrenched.co.uk"

The Clever Hamsters

In late 2009, Drench began a different campaign, focusing on a hamster band, 'The Clever Hamsters', the 4 hamsters are "Miles" (Plays the Saxophone), "Fats" (Plays the Trumpet), "Dizzy" (Plays the Oboe) and "The Duke" (Plays a Mouth-Organ). The ad shows them playing a tune on their instruments with ease after drinking Drench.

Marketing

As part of their experiential marketing campaign Drench created "The Drench Top Up Zone" for 3 months at Bluewater shopping mall in late 2009. The idea behind the campaign was to create a place for shoppers to rest and top up their hydration with samples of Drench, creating brand awareness for the drink. Results showed that 71% of consumers spent up to 20 minutes in "The Zone" and brand awareness increased by 45%.

See also

The Television Advertisement

The Making of the Television Advertisement