Danone Waters has turned the spotlight on its Evian brand in a £1.5m post-festive season detox campaign.
The push is targeted at commuters and includes national radio, posters and advertising at 33 railway stations nationwide.
During last January's similar detox drive, sales of the bottled water increased by 72% compared with the month before, according to Nielsen.
"The campaign has fantastic consumer awareness and is proven to drive sales in the bottled water category," said Steve Flanagan, category strategy manager. "More than 90% of soft drinks growth in January comes from plain water."
To highlight the campaign, the water has been given new labels giving information on the purity of Evian. The labels refer to the role water plays within the body, explaining the Evian six-week body renewal message - that the body is made up of 60% water that is mostly renewed every six weeks through the water you drink.