In response to a growing demand for hydrating drinks from On-The-Go shoppers, Britvic is launching a new single serve 500ml PET bottle for sparkling variants of its popular juice drink brand.
Rolled out from the end of March, the new format will be supported by a high impact above-the-line campaign in May. The campaign, “Don’t Decide”, highlights how consumers can enjoy the best of both worlds with Drench – the refreshment of water and the flavour of a juice drink.
The campaign will be supported by social media and in-store activity to drive trial amongst the target 30+ adults.
Kevin McNair, GB Marketing Director, Britvic Soft Drinks, said: “With the introduction of the new 500ml PET format for Drench Sparkling, there’s now even greater choice for consumers, which is ultimately what we at Britvic aim to provide, and we are confident that this will benefit our trade customers in turn as they maximize the On-The-Go opportunity.”
The new Drench Sparkling 500ml PET bottle format will be available across all channels in cases of 12 and 24 bottles. They will also be available in £1 price-marked packs.