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Editor’s Pick. Drench Juicy ‘Pheasant Rodeo’ advert

Agency: CHI & Partners

Client: Britvic drench

Britvic’s ad for the launch of its drench water line – where Thunderbirds puppet Brains appeared to dance manically to Snap’s ‘Rhythm is a Dancer’ was one of the most talked about of 2008.

So can the brand do it again with its latest campaign – this time for drench juicy (a blend of fruits with drench spring water)?

The new £5.5 million campaign is being spearheaded with this TV advert where a cowboy rides a giant pheasant rodeo-bull style, closing with the end line ‘Stay on top of your game’. The soundtrack is another 1990s dance music classic - ‘Ride on Time’ by Black Box.

Created by CHI & Partners it aims to demonstrate the benefit of staying hydrated and is being supported by online and in-store activity.
PR involves giant ‘bucking bronco style’ pheasant rodeo stunt in Covent Garden (May 18, 2009), being fronted by the newly crowned Miss Great Britain, Sophie Gradon.
Brand Controller for drench, Tom Dalton, said, “We feel that this impactful advertising campaign will excite and intrigue consumers and demonstrate that drench gives you the tools to stay hydrated and perform at your best.”
Juicy drench is a blend of fruits with drench spring water, available in three flavours: Orange and Passionfruit, Cranberry and Raspberry and Blackcurrant and Apple.

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