Britvic is launching a new single serve 500ml bottle for sparkling variants of Drench.
The new Drench PET bottle has been developed specifically to meet the needs of today’s consumers with research showing that 97% of Brits now shop ‘on-the-go’ as often as four times a week (KWP OOH: 52 w/e 6 Nov 2016).
The new format will be rolled out from the end of March and will be supported by a high impact ATL campaign in May. The campaign “Don’t Decide”, highlights how consumers can enjoy the best of both worlds - both the refreshment of water and the flavour of a juice drink - with Drench. The campaign will include out of home and digital media and will be supported through social media and activity in store to drive trial amongst the target 30+ adults.
The new bottle format will be available in cases of 12 and 24 bottles. They will also be available in £1 price-marked packs.
Re-launched in 2016 with a reformulated lower sugar recipe, the Drench brand – which includes still and sparkling variants - has outperformed the juice drinks category, achieving +92.14% value growth in the year to January, equating to an additional +£1.32M added to the category (Nielsen Scantrack 26 & 12 weeks to WE 21.01.17 vs 26 & 12 weeks YA). Drench Sparkling contains only 17 calories per 100ml.