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Editor’s Pick. Drench ‘Cubehead’ advert

Agency: CHI and Partners

Client: Drench

A new ad campaign has been created to drive awareness of drench spring water and Juicy drench, featuring Cubehead: a man with a Rubik’s style puzzle for a head.

The 60 second ad, which uses stunning special effects to bring to life the message that brains perform best when hydrated, is to air in cinema, marking the first time drench features on the big screen.

The ad, featuring the classic 1979 anthem ‘Oops Upside Your Head’, sees Cubehead try to get his head back together while waiting for a tube train. By keeping his brain topped up with Juicy drench he manages to solve the puzzle.

The new campaign is targeted at young working adults and was created by CHI & Partners.

It will be supported by online activity, in-store POS and a PR campaign to amplify the creative.

The campaign is part of a £5.5m investment in the drench brand to continue to drive awareness, trial and rate of sale for retailers.

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