Britvic is hydrating soft drinks sales this spring with the launch of its new ‘play thirsty’ TV ad.

Launching April 11, the ad will be aired simultaneously across satellite and terrestrial channels and will run until June.

Supporting the TV activity, Robinsons is launching a multi-million-pound campaign including out-of-home ads and online activity. PoS is also available to retailers.

Helen Gorman, kids and family brand director at Britvic Soft Drinks, said: “Our investment in media and new ideas ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences.”

The announcement of the new ad coincides with Britvic publishing its 2015 soft drinks report.

£2.1bn – value of soft drinks within convenience

Major sporting events, consumers switching back to branded goods or premium own-label and demand for healthier products have driven a 2.8% growth in convenience for the category, the report said.

The convenience sector experienced a stronger value growth than the grocery multiples in the past year as sales of soft drinks for immediate consumption, such as 500/600ml bottles and carton formats, grew by 5.9% in value sales.

While cola remains the bestseller within the category, iced tea and coffee once again had the highest growth of 30.7% in value for the fifth year running.