Danone Waters has poured £1.8m into a Volvic Juiced push - the biggest for the juicy water range to date.
The campaign for the four-year old brand launches today [9 May] comprising E4 sponsorship, outdoor, PoS and social media activity.
Running throughout the summer, the push celebrates ‘the small victories’ in everyday life, such as “that unbeatable feeling” when you get when you conquer a flat-pack or the “pure joy” of securing the last parking space.
“Volvic Juiced is all about enjoying the brighter side of life and having a positive outlook - the campaign really brings this to life in a way that everyone can identify with,” said Volvic marketing manager Tom Hickton.
The E4 sponsorship forms part of Volvic’s year-long partnership with Channel 4, sponsoring “Unstoppable Moments on 4”. The E4 programming strand will run across shows such as The Inbetweeners and Two Broke Girls.
In addition, Volvic will be touring the nation for eight weeks across July and August with a team of brand ambassadors handing out more than 500,000 samples of Juiced and the brand’s Touch of Fruit drinks.
The campaign follows the rollout of a new tropical Volvic Juiced flavour, introduced last month.