drench case study
Evaluating the results
'It was the most dynamic and appealing ad we have tracked on this study (and its performance ranks alongside some very famous and well thought of campaigns we have tracked over the years)'
Advertising tracking agency,
July 2008
Quantitative research has been used to track consumer awareness of our advertising and the drench brand.
Within 12 weeks, over a third of bottled water drinkers had heard of drench and their feedback was excellent, with over half of them spontaneously remembering the mental hydration message.
After 12 weeks*
- 40 million people had seen the ad
- we had had over 2.5 million hits on YouTube
- drench was available in 66% of supermarkets, where it was outselling Vittel
- in grocery outlets, drench 750 ml size was also outselling Buxton and Highland Spring
*Source: AC Nielsen w/e 08/08/08.
After 6 months
- Millions of people had heard of drench, could recall our advertising and understood the concept of mental hydration
- The ad had been nominated for numerous awards
- Sales of drench had reached over 14 million litres by volume, worth over £1 million
Our campaign achieved a lot in a relatively short space of time - but in this competitive world we can never afford to sit on our laurels.
We are therefore continuing to invest a lot of time and energy into maximising the potential of the drench brand, which we have recently extended with the launch of three flavours of Juicy drench.
