Volvic, the popular water brand from Danone, is kicking off the New Year with a multichannel marketing campaign, Find Your Volcano. The campaign celebrates the brand’s volcanic heritage and inspires the British public to find their inner strength and achieve their goals in 2017. The activity will run from January through to March across the brand’s Plain and Touch of Fruit ranges.
At the heart of the £2.2 million initiative will be limited edition on-pack labels naming a variety of empowering attributes, including ‘brave’, ‘fearless’, and ‘determined’. These qualities will be further brought to life through new TV ads, sharing inspiring stories of people tapping into their inner strength to overcome everyday obstacles in their lives.
In addition, the campaign will see Volvic renew its yearlong TV sponsorship with E4, following a highly successful partnership in 2016, which drove uplifts in brand loyalty, consideration, and awareness1. This will be complemented by nationwide outdoor advertising as well as an innovative digital campaign, with You Tube ads and social posts strategically placed in those moments when consumers need their inner strength the most.
Sian Foulkes, Brand Manager at Volvic®, comments: “January is the perfect time for Volvic to launch #FindYourVolcano. Consumers are feeling a bit deflated after the festive period. It takes power to conquer the January Blues and stick to New Year’s resolutions, but over two thirds of us Brits don’t believe we have inner strength2. Everyone has their own individual strengths and Volvic is here to remind them of this with our fun and motivational campaign while providing a range of refreshing beverage choices.”
Commenting on the empowering attributes on-label, Foulkes adds: “We’ve done label activations in the past and consumers love it! This year we are doing it on a bigger scale with over 30 different strengths across the Plain and Touch of Fruit range, so there should be something in there everyone can relate to personally or share with a friend as a little motivational nudge in the new year.
“We’re going to kick off the New Year with a bang in store, so retailers should make sure they’ve stocked up on the Volvic limited edition packs to make the most of the campaign’s impact.”
1 MTM Survey, 05.09.16
2 Volvic survey on UK public’s perceptions of inner strength, YouGov August 2016.
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,117 adults. Fieldwork was undertaken between August 19th-23th. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+)
Danone UK & Ireland