Volvic is set to kick off 2017 with a multichannel campaign aimed at celebrating the brand’s ‘volcanic heritage’ and inspiring Brits to ‘find their inner strength’.
Running from January to March, the £2.2m Find Your Volcano push will run across the leading water brand’s plain and Touch of Fruit ranges, with labels of limited-edition packs featuring more than 30 ‘empowering attributes’, including ‘brave’, ‘fearless’ and ‘determined’.
They will be supported by TV commercials sharing ‘inspiring’ stories of people overcoming everyday obstacles, while Volvic will also renew its year-long sponsorship with E4, following their partnership in 2016. Other activity will include YouTube clips, outdoor ads and social media posts.
The new year was the perfect time for the campaign, said Sian Foulkes, brand manager at Volvic, which has lost £3.3m in value sales on volumes down 4.9% [Nielsen 52 w/e 8 October 2016].
“It takes power to conquer the January blues and stick to resolutions, but over two-thirds of us Brits don’t believe we have inner strength,” she added. “Everyone has their own individual strengths and Volvic is here to remind them of this with our fun and motivational campaign.”