Water's positioning as a rival to energy drinks looks set to continue with new on-pack labels from Volvic. The brand is adding new "motivating" back labels to 1.5 litre bottles highlighting the "powers of keeping hydrated". Designed to communicate the brand's Volcanicness', the labels flag up the the volcanic origins of Volvic and feature bright images. The labels have previously only been used on one litre sports cap bottles but are being extended as part of a £9m investment this year. Guillaume Irani, Volvic assistant brand manager, said: "Currently we are the only bottled water using motivating text and visuals to communicate the importance of remaining hydrated." {{P&P }}