Volvic has undergone the biggest packaging revamp in the brand’s history ahead of a £1m campaign to launch its new positioning in the autumn.
Bottles across its plain, sparkling, Juiced and Touch of Fruit ranges have been updated to give the brand a “fresher, more modern appearance” and increase shelf standout, according to Volvic.
The traditional blue and green label has been replaced with a transparent version featuring a much larger volcano graphic and white text instead of blue.
The bottles will hit shelves in August and September.
Volvic said the campaign would be a 360-degree push across TV, social media and above-the-line advertising.