Drench launches prize draw around hydration benefits

by James Quilter , Promotions & Incentives 08-May-09, 11:20

LONDON - Britvic is launching an on-pack campaign to boost summer sales of its Drench mineral water brand and remind consumers of the importance of staying hydrated.

The Drink, Think, Win campaign, which runs for the next three months, will offer the opportunity to win a range of prizes including iPhones and video recorders.

To win consumers are required to go online to a Drench microsite and enter a unique on-pack code. They will then be asked to play a 'mental agility' game - lack of sharpness is one of the key indicators of dehydration - before finding out if they have won.

Drench's move to capitalise on the health benefits of staying hydrated follows last month's launch of the first ever campaign by the National Hydration Council, a trade body set up by Nestle, Danone and Highland Spring to promote bottled water.

The poster campaign focuses on three benefits of staying hydrated: keeping gums clean and healthy, maintaining a sharp mind, and improving performance levels during exercise.