The drinks company is planning a £2.4m overhaul, including a packaging redesign, to broaden the appeal of the brand. The fresh packaging has been developed by Jones Knowles Ritchie, which also handled last June's revamp.
The 2007 work was backed by a press and radio push by CHI & Partners using the strapline 'Your brain is 75% water - keep it topped up ... stay drenched'. This year, Drench will be supported by its first TV ad campaign, also through CHI.
Drench was launched in 2005, reflecting Britvic's investment in healthier products. Sales figures for the drink have not been released, but former marketing director Andrew Marsden admitted last summer that growth had been slow.
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