The campaign, which rolls out this month, will run across all Drench spring-water packs and will last for three months. Consumers will be asked to spot prizes though a hole in the label and along with a unique reference number they will be directed to staydrenched.co.uk. Here consumers are asked to enter their reference number and play an online mental agility game. Prizes on offer include smart cars, iPhones and video recorders.
The aim of the activity is to drive visibility of the brand and also promote trial with consumers.
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