The design, developed by JKR, comes just two years after its launch. The bottle shape has been changed to create an easy-grip shape and a sports cap has been added. The redesign is intended to broaden the appeal of the water, originally conceived as a youth brand, to a market ranging from 16- to 45-year-olds.
The revamped bottles will roll out this month, coinciding with a promotional campaign introducing the concept of 'mental hydration'.
The revamp will be accompanied by an ad campaign using the strapline 'Your brain is 75% water - keep it topped up ... stay drenched'. The campaign, created by CHI Advertising, will run from this month until September.
The packaging supports the promotional activity by describing on the label how Drench helps users to stay mentally and physically hydrated.
Although official sales figures for the brand have not been released, Britvic has admitted that the brand's growth had been slow.
It was launched in 2005 as part of Britvic's initiative to invest in healthier products, such as fresh juices. Its relaunch comes as Coca-Cola re-enters the bottled-water market with Belgian brand Chaudfontaine.
On-trade bottled-water sales were up 28% year on year to £75m in 2006, while take-home sales rose by 11% to £643m. Bottled water accounts for about 20% of the total UK soft-drinks market.
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