Britvic is getting ready to ‘Drench Britain’ with a new summer campaign from Juicy Drench. The multi-million investment includes experiential sampling and an on-pack promotion. All Juicy Drench communications for 2013 will further highlight the refreshing taste credentials of the brand, as well as driving awareness and penetration. Juicy Drench will be sampling the product as part of a nationwide experiential campaign.
Driving trial in convenience will be a key focus and the brand will be running exclusive price promotions and sampling for the impulse channel. Ensuring Juicy Drench has strong stand-out on shelf, Britvic will be offering convenience retailers new POS material that further communicates the brand personality and benefits; the material includes posters, shelf fins, barkers and dump bins. In addition, the field team will put neck-collars on packs in the impulse channel, offering consumers water balloons so they can drench Britain!
Jonathan Gatward, GB Marketing Director at Britvic, commented: “The focus of the Drench Britain campaign is to ensure Juicy Drench remains top-of-mind with consumers when in need of refreshment. We know that Juicy Drench is a great-tasting drink and combined with awareness driving communications, we’re confident that consumers will be more inclined to purchase. With this in mind, plus a doubled investment in the brand this year, retailers should get behind the campaign to benefit from the increased sales the activity is sure to drive”.
Juicy Drench includes naturally-sourced Stevia extract and is available in 440ml PET bottles. Juicy Drench’s variants include Orange & Passionfruit, Cranberry & Raspberry and Blackcurrant & Apple. The rrp for Juicy Drench is £1.09 and comes in a pack size of 12s and 24s. Price-marked-packs are also available at 99p.
