Volvic has launched a TV-led advertising campaign focusing on the natural power and force of the volcano at Volvic’s source, under the strapline ‘Unstoppable Volcanicity’.

The campaign leads with a 60-second TV advert, ‘The Giant’, showing the nature and strength of the Volvic volcano as it endures from the beginning of time.

The ad will be part of a £1.1m marketing campaign across high profile TV slots, including the X Factor. Online, the ad will run on YouTube pre-rolls; and high impact digital display pop-up ‘page grabbers’ will drive consumers to behind-the-scenes and social media activity related to the campaign.

Alastair Strang, UK brand lead for Volvic, said: “We are immensely proud of this emotive and highly differentiating new campaign which launches Volvic’s new positioning. This stunning film, supporting campaign and iconic new packaging design will bring the cut-through to accelerate the brand’s growth still further in 2014 and beyond.”

Volvic’s social media agency, We Are Social, is supporting the advertising launch with a content campaign driven on Facebook, featuring a series of split-screen comparisons between everyday situations and a more exciting, challenging alternative. The campaign aims to recognise the adventurous spirit in all of us and seeks to encourage people to unleash their own unstoppable Volcanicity.

The new creative follows the roll-out of Volvic’s biggest packaging redesign in the brand’s history across all its entire plain, sparkling, Juiced and Touch of Fruit ranges.

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