The three-year partnership, brokered by MEC Access, is Volvic’s biggest UK sponsorship deal. The 2014 activation, worth £550,000, aims to drive awareness and engagement of the Volcanicity concept across the UK.
The partnership will be brought to life before, during and after the events with a nationwide Have you got the bottle? 360-degree marketing campaign. There will be a nationwide print and digital advertising campaign alongside promotions featured on-pack and in the press.
Tough Mudder events across the UK & Ireland will feature a Volvic-branded Walk the Plank obstacle that participants will have to conquer as part of the challenge. Photographers will work on-site to take shots of muddy teams for bespoke press ads, and the brand will provide plenty of Volvic to hydrate thirsty ‘Mudders’ along the course.
“Volvic has had a hugely successful few years, so we felt the time was right to amplify Volcanicity in an exciting and tangible way,” said Volvic brand lead Al Strang. “For Volvic, a partnership with Tough Mudder is the perfect platform to engage with our core audience in an environment which truly embodies Volcanicity. Tough Mudder represents being full of life, camaraderie and being ‘up for it’, so it’s a natural partner for us. This campaign will take consumer engagement with the brand to the next level.”
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