drench case study
Establishing a USP
While many people were familiar with Brains, the highly intelligent puppet from the famous Thunderbirds TV series, in May 2008 far fewer people had heard of drench, Britvic's bottled spring water brand.
Yet by the following August, drench had gained 65% distribution in the UK's take-home market, and was outselling established brands like Vittel by more than 50%.
This section tells the story of how we invested in drench, our relatively unknown spring water brand, to transform it from a niche product in the impulse sector to a successful player in the UK's highly competitive grocery market.
