Volvic ad

Volvic has signed a seven-figure deal with Channel 4, the first time the mineral water brand has sponsored programming on television.

Running until the end of the year, the tie-up will see Volvic sponsoring Unstoppable Moments on 4, a new programming strand across the Channel 4 network to support shows including The Island, Eden, Guy Martin, The Goldbergs and 2 Broke Girls.

The integrated campaign – urging consumers to ‘awaken your volcano’ – will showcase Volvic’s Natural Mineral Water, Touch of Fruit Sparkling and Juiced ranges.

It will be supported by Eruption, an advert telling the story of a young boy who overcomes his fears to succeed on the football pitch, which will be aired in 60 and 30-second edits.

“We’ve loved working with Channel 4 to pull the campaign together and believe it will have a lasting impact on UK consumers,” said Tom Hickton, Volvic UK brand lead.

“We believe this campaign will not only drive year-round awareness for Volvic and its sub-brands but will also start to associate Volvic with those everyday moments that help people feel truly unstoppable.”