Watch: Flavoured water firm's scientist who 'talks no s***' on sugar tax

British flavoured water brand Perfectly Clear has launched its No S*** Science campaign, led by a straight-talking, anti-sugar 'scientist', the week after the Budget announcment of a 'sugar tax' on soft drink manufacturers.

CBL Drinks' PR firm Rumpus PR has been attempting to position itself as a good alternative to sugary drinks in the past year, and since last week's Budget, has kicked off its new six-figure marketing campaign.

At the centre of this is a video that will initially run across digital channels, and will later appear in TV slots, featuring the actor and radio presenter Jamie East, and created by production company Shine North.

CBL Drinks sales and marketing director Maurice Newton said: "With the brand going from strength to strength and at a time when sugar content in drinks is a national concern, it is the perfect time to elevate the brand and highlight its sugar-free benefits.

"We have invested heavily into the brand over the past 18 months with additions to the range, packaging reformats and investment into the production at the factory with new machinery."

The social and digital campaign will be accompanied by competitions and point of sale activity.

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