drench case study
The challenge
Like every dynamic business, Britvic is constantly exploring ways to increase its market share.
Creating new products is one way of achieving this, but increasingly we look to develop and extend brands that already exist. This was the case in 2008 when we took the decision to build a major water brand for our product portfolio.
Up until then, drench had been a relatively small brand, sold only through convenience outlets. To achieve the growth we wanted, we knew we would have to make it more widely available, including getting it into the supermarkets.
With hundreds of soft drinks competing for limited shelf space, this is never a simple matter. Success requires insight, vision and determination, not to mention time, effort and money.
What's more, there were already a lot of water brands on offer and we knew that competition would be fierce. If drench was to grow as we hoped, we knew we'd have to find a way of differentiating it and making it stand our from all the other water brands. In marketing terms, it needed a USP.
