Exclusive Karen Dempsey Evian Volvic (UK & Ireland) is changing its name to Danone Waters (UK & Ireland) and is splashing out £27m on marketing its three main brands this year. First off the blocks is a £9m press and TV campaign to back the launch of its new bottled water with calcium, Danone Activ'. The TV ads ­ which break on January 12 and run for 10 weeks ­ feature a cartoon skeleton family called the Skeltons and aim to show how calcium is an essential part of a daily diet. Press advertorials will run in February and March issues of women's and parenting monthly magazines including Good Housekeeping and Mother & Baby. The company claims that one litre of Danone Activ' provides as much calcium as two glasses of milk. David Graham, Danone Waters marketing director, said: "Danone Activ' offers a distinctive health benefit which is sure to attract new users to the bottled water market. There are 28 million non users in the UK that Danone Activ' can tap into." Further marketing spend later this year will go behind the Evian, Volvic and Volvic Touch of Fruit brands. A spokeswoman said that the reason behind the name change "reflects a worldwide initiative by the Danone Group to bring its network of companies under the Danone umbrella identity". {{P&P }}