New-look Volvic Juiced, orange

Both ranges will undergo a pack refresh

Volvic is ready to kick off the biggest-ever campaign for its flavoured waters portfolio.

The £3m initiative, Let It Out, will run from 17 July until the end of August to raise awareness of the Touch of Fruit and Juiced ranges among millennial shoppers.

The multichannel push from the Danone-owned brand will include packaging refreshes, out of home displays never more than 10 metres from point of purchase, and three TV idents showing how people “let out their inner optimism”. They will air every day throughout the summer as part of Volvic’s ongoing E4 sponsorship, showing alongside shows including How I Met Your Mother, The Inbetweeners, and the new series of 2 Broke Girls.

In addition, there will be a “huge” social media presence across Facebook, Twitter and Instagram, as well as YouTube bumper ads targeting viewers with tailored content. A partnership with News UK will see a front-page ad in The Sun, offering a free sample on 21 July.

The campaign came with consumers actively moving away from sugary, carbonated soft drinks towards healthier options, said Adrienne Toner, senior brand manager at Volvic. “However, not everyone enjoys the taste of plain water. That’s where our flavoured waters ranges come in, as they perfectly fill this gap.”