At a time when Britain was becoming increasingly obsessed with talent show success, drench needed to capture the imagination of their target consumer while dramatising the benefit of staying hydrated. The solution was to create and film “The Clever Hamsters” who top themselves up with drench & perform brilliantly. But rather than just provide fun content we wanted to involve the nation.

We started by placing classified ads in titles like The Stage, Inviting the public to upload pictures of their talented hamster to cleverhamsters.co.uk . Photos of hamster auditions were “leaked” to high profile journalists. A couple of relevant TV spots were bought to ensure the trade audience, who believe in TV, supported the campaign before launch. Audition footage and a Christmas e-card provided extra entertainment. And all elements worked together to ignite and sustain consumer interest for as long as possible including online search, seeding and advertising.

The Clever Hamster band was talked about on news sites like the Sun; found itself in primetime on Sky News TV and was raved about by journalists from The Times to OK! Magazine. After just 48 hours drench’s Clever Hamsters had been viewed by 12,000 fans on Youtube.com/staydrenched. Their popularity accelerated - within a month over 750,000 fans had watched them, with over 1,000 reviews giving an average of the full 5* rating. The estimated PR ROI for the campaign was 19:1. Staydrenched.co.uk achieved the highest number of daily visits during the campaign ever achieved by a Britvic brand website.