The ads feature puppet character Brains from 60s TV show Thunderbirds breakdancing to the 90s dance classic Rhythm is a Dancer while drinking Drench. The ad, which breaks this week, continues the theme of mental hydration and introduces the strapline 'Brains perform better when hydrated. Your brain is 75% water - stay drenched.' Drench, which was launched in 2006 in 500ml and 750ml impulse servings, will now be available in 1.5l and 2l bottles. The supermarket roll-out will be supported by a digital drive as well as the TV ad campaign.
Creative agency: CHI & Partners
Media agency: MindShare.
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