Danone’s water brand Volvic is kicking off the new year with a digitally led marketing campaign.

The activity coincides with the launch of a new, sleek bottle shape for the Volvic plain portfolio. The new 50cl bottle will be available to retailers nationwide from January, and the brand will roll out a 75cl format later in 2018 with a sports cap.

The campaign will also feature the Volvic Touch Of Fruit Sugar Free variants Summer Fruit and Watermelon, both of which were launched recently. The campaign includes digital, social media and sampling and forms part of the brand’s multi-touchpoint media investment of £3.8m in 2018.

Tom Hickton, brand lead on Volvic UK & Ireland, commented: “Many people go into January with New Year’s resolutions to be healthier or achieve new goals. We know, however, that as many as 54% don’t keep these resolutions beyond the first six months.

“Our Q1 campaign is all about finding ‘One Resolution You Can Stick To’. We want to inspire the nation to find their inner strength to stay on track to achieve their goals, and we’re looking to encourage them to choose Volvic as their brand of choice to stay hydrated along the way.

“We’re also excited to present the fresh, distinctive bottle shape across the Volvic plain 50cl and the brand new 75cl formats. We know that shape, functionality, look and feel of a water bottle are all important considerations for shoppers within this category. Initial research has shown that the new design delivers fantastically against these attributes. We recommend that retailers stock up on the 50cl format now to meet demand and look out for the 75cl Volvic plain bottle later this year.”