Digital Campaign Overview

As a new player in the bottled water market, drench needed to shake things up to get on noticed. So, while competitors focus on provenance, drench went straight to its direct benefit to the consumer: hydration. Our research uncovered a powerful fact; that the brain is 75% water and needs hydrating to work at its best.

Our creative idea had digital thinking at its heart. We knew our TV ad, featuring the Thunderbirds character ‘Brains’, would have a huge impact in digital communities. We seeded it online and it has had already had over 2 million views. A week after launch we fuelled consumer conversations with a 'Making of' film online.

We also created a unique webcam-operated dance game, promoted by digital advertising and hosted at staydrenched.co.uk that tested people's mental skills and co-ordination.

Banner click through rates were 170% higher than Mindshare benchmarks and search click throughs have blown away norms: 14% vs the usual 2-4%.

View the website:

Launch site

View the TV commercial:

Watch commercial

View the online advertising:

Brains 728x90
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Vibrant Media Ad Link

View campaign email:

Email