Marketing

Ballygowan to ‘Drink It In’

A new €850,000 TV, radio and digital ad campaign for new-look Ballygowan has been launched by Britvic Ireland this month to run until early June.

The campaign seeks to catch the eye of the 20-30 year old, core water-drinking audience.

‘Drink It In’ is aimed at a younger age group and will re-inforce the new packaging and livery for the brand which includes a re-designed ‘B’ logo.

A 30-second TV ad aims to help the brand reverse the erosion of its market-leading share in the bottled water category.
According to a report in the Irish Times, “Ballygowan is a strong brand with the generation that first bought into bottled water but it lost that connection with younger people,” stated Ballygowan supplier Britvic Ireland’s Head of Marketing for Ballygowan Leonie Doyle.

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