Brief: to create engaging content for consumers that will remind them of the drench brand and bring to life its proposition to stay smart, stay drenched. DRENCH LAUNCH THEIR HYDRATION EXPERIMENTATION ON THE NATION! Juicy spring water brand unveils brand new ad creative Next week sees the launch of a brand new ad campaign to promote Juicy drench. The adverts centre around ‘The Smart Hydration People’, a group of scientists, dedicated to finding innovative and hilarious ways to keep the nation hydrated. Their experiments are documented on camera in the ads, featuring narration by the distinctive dead-pan drawl of ‘Keith’ from The Office (Ewen Macintosh). Their first experiment will be hitting TV screens on May 1st. The adverts take us on a tour of drench HQ, the base of the Smart Hydration People, where we see the incredible lengths they go to in order to find the best way to hydrate the masses. Featuring experiments involving everything from live elephants to dunking skips, fire engines and even a fire-fighting water plane, the ads conclude that the best way to stay hydrated is with delicious Juicy drench. Helen Gorman, Brand Controller for drench commented: “It has been very exciting taking the brand in a new direction with The Smart Hydration People. The humorous experiments will hopefully remind people in a playful and engaging way that Juicy drench and drench is the best way to keep hydrated throughout the day.” Viewers can see the ads ahead of their May 1st launch, from 21st April by searching for the drench page on Facebook.
Project name: Smart Hydration People Client: Helen Gorman, Brand Controller, drench, Britvic Creative agency: CHI & Partners Creatives: Ed Edwards & Dave Masterman Planner: Kath Hipwell Media agency: MCHI Media planner: Zoe Madden Production company: MJZ Director: Rocky Morton Editor: Paul Watts at The Quarry Post-production: The Mill Audio post-production: Wave