Britvic to target adult juice market
Category: Data | 23rd Feb 2009
The adult juice market is to be the target of a new campaign by Britvic.
A £5.5 million campaign is to be launched in mid-March to publicise a new juice drink being launched by the company.
Juicy Drench, which contains no artificial colours or flavourings, will come in three flavours, Orange & Passionfruite, Cranberry & Raspberry and Blackberry & Apple.
Brand director at Britvic, Leslie Davey, said: "Currently consumers buy bottled waters such as drench for continuous hydration on the go but our research shows they are also looking for something tasty and different and at the right price point to add to their existing repertoire."
Included in the campaign will be television adverts and in-store activities in the likes of Morrisons and Somerfield, as well as other smaller outlets.
Drench became famous last year for its marketing campaign based around the Thunderbirds character Brains doing a dance to a 1980s pop hit.
Data.HS&P is a specialist data offering. We use data creatively, working at the centre of our clients' insight and evaluation. Our tools and approaches help understand customers, drive targeted activity, integrate campaigns and measure effectiveness.
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