Drench Tests Smart Ways to Hydrate

Britvic is promoting Juicy Drench in the UK with a new advertising campaign featuring the The Smart Hydration People, a fictitious group of scientists dedicated to finding innovative ways to bring smart hydration to the nation. Two new television commercials takes us on a tour of Drench HQ, the base of the Smart Hydration People. Here we see the incredible lengths that they will go to in order to find the very best way of hydrating the nation. We see them work with elephants, water curtains, dunking skips, fire engines and even a fire-fighting water plane, before they decide that the easiest way to hydrate is still their greatest invention, delicious juicy Drench. The campaign, aimed at working young adults, is supported online at Facebook and YouTube, in-store POS and a PR campaign by Frank PR to amplify the creative.

Drench Smart Hydration team

Click on the image below to play the Caravan video.

Click on the image below to play the Fire Engine video.


The Smart Hydration People campaign was developed at CHI & Partners by creatives Ed Edwards and Dave Masterman, planner Kath Hipwell, working with Britvic Drench brand controller Helen Gorman. Media was planned by Zoe Madden at MCHI.

Filming was shot by director Rocky Morton via MJZ. Local production support was provided by Unit + Sofa, Prague.

Editor was Paul Watts at The Quarry. Post production was done at The Mill, London. Audio post production was done at Wave Studios, London.