In 2006 drench launched into the already busy, low margin, low interest water category. With limited product differentiation in water, what drench does have is a unique name which cuts straight to the main benefit of drinking water; hydration. So rather than creating communications around drenchs provenance or aligning it with fashion, we went straight to hydration and specifically the benefits of being mentally hydrated; improved concentration and alertness, helping you stay at your best.
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