drench case study
The creative brief
Our creative brief defined our communications objectives, proposed target market and core proposition, together with other relevant information about our brand.
Taking this as their start point, our advertising agency explored possible ideas and developed four alternative ways to communicate the core proposition of mental hydration.
These were put into qualitative research and Brains emerged as the idea with the greatest potential to deliver the cut-through we needed.
Due to the level of investment, our advertising would be researched at every stage of its development.
Intellectual property (IP)
Before the ad could be made, we had to negotiate with Granada, owners of the Thunderbirds' copyright, for a licence to use the Brains character in our promotions and advertising across all media, including TV, online, radio and at point of purchase in store.
We also had to do the same with the music. We'd agreed that a 90s disco hit would have the greatest resonance with our target audience (25 - 44 years), and researched a number of alternatives. Snap's Rhythm is a Dancer was the favourite.
Having cleared copyrights* for both Brains and his backing track, we were ready to make our ad.
*As both copyrights have now expired, we regret that we are unable to show you the commercial or provide links from this website to promotional material featuring the Brains character or the music.
