Danone’s Volvic water brand is kicking off its biggest marketing campaign to date this summer across its flavoured waters range, comprising Volvic Touch of Fruit and Volvic Juiced.
The opportunity for retailers is huge, explained Adrienne Toner, senior brand manager at Volvic: “Health is one of the big trends at the moment. We know consumers are actively moving away from sugary carbonated drinks into soft drinks that they view as healthier. However, we also know not everyone enjoys the taste of plain water. That’s where our Volvic flavoured waters range comes in, as it perfectly fills this gap.”
Backed by an investment of over £3m, ‘Let It Out’ is a product-led campaign told in a way that is intended to emotionally connect with the millennial target audience. The campaign will run from 17 July until the end of August. The details include:
· a packaging-refresh across Volvic Touch of Fruit and Volvic Juiced;
· the brand’s biggest out of home advertising campaign, with displays never more than 10 metres away from point of purchase;
· three new TV sponsorship idents showing how people ‘let out’ their inner optimism and see the positive in everyday moments of frustration, shown alongside TV shows such as How I Met Your Mother and The Inbetweeners as well as the new series launch of 2 Broke Girls;
· a huge social media presence across Facebook, Twitter and Instagram to engage with Volvic’s millennial target audience;
· Youtube bumper ads targeting viewers with tailored content related to what they are watching;
· a partnership with News UK, including a front page ad in The Sun for a free sample on 21 July;
· large-scale depot and in-store takeovers in key retailers; and
· a nationwide experiential sampling campaign, which will visit three cities across the UK this summer.
Toner concluded: “Summer is a crucial time for retailers to grow their soft drinks sales, and we’re here to support them make the most of the opportunity. Our 360 campaign is about recruiting new consumers into the category through Volvic’s flavoured portfolio, and we’re recommending that retailers stock up on Volvic Juiced and Volvic Touch of Fruit now to meet demand.”