LUNCHTIME shoppers are being targeted by Britvic in a relaunch of its juice drink brand Drench.
GB marketing director Kevin McNair said: “Adults tend to over index in lunchtime, purchasing more than 11% more than average, making Drench the perfect partner in meal-deal and cross-category promotions.”
Research shows adults aged over 30 are choosing drinks such as tea, coffee and water over soft drinks but that they still want something tasty and refreshing, he said.
“We’re confident the reformulated recipe and extensive development that we’ve put behind the relaunch of Drench will drive sales for retailers in store.”
To support the relaunch, Britvic is spending £2m on a marketing campaign scheduled to start this month and to include outdoor advertising as well as in-store activity.
Britvic has also introduced a £1 price-marked pack for its 1-litre Robinsons Squash.
McNair said: “The PMP will be available across a wide variety of flavours including Orange, Apple & Blackcurrant, Summer Fruits, Pineapple, Mango & Passion Fruit and Orange & Pineapple.”
The impulse channel is gaining share in the soft drinks category and impulse soft drinks promotions are crucial, he argued.
“The squash segment holds a higher household penetration than cola with the average squash shopper spending more per visit than the average shopper.”