drench case study
The case for water
Our decision to invest in a major water brand was not surprising. Compared to other types of soft drink such as dilutables, juice drinks and carbonates, water was barely represented in our brand portfolio, yet the sector was expanding. What's more, as a natural product, we knew it would meet consumer demand for realness and integrity.
Our development process started with two core insights, drawn from our analysis of Nielsen data and initial consumer research groups:
- Sales of own-label water brands were declining - consumers prefer to be seen drinking a branded water.
- To succeed in the branded market you have to think big. To build the necessary level of awareness, a brand like drench has to be available everywhere - in all points of distribution and in all bottle sizes - so it's easy for consumers to purchase it, whenever and wherever they want to.
