Volvic will inspire consumers to “awaken their volcano” when it debuts its first ever “megabrand” campaign this month.
The bottled water brand will sponsor television programming, partnering with British network Channel 4 on “shows carefully selected to embody Volvic’s brand personality and values” as part of its Unstoppable Moments strand. Shows include a new series of The Island with Bear Grylls, and a new reality survival series called Eden.
The sponsorship will be complemented by the launch of a new television advertisement in support of Volvic plain. The new “eruption” creative brings to life Volvic’s belief that everyone has a volcano inside them, with the potential to make them feel unstoppable, just waiting to awaken. The advert tells the story of a young boy, who overcomes his fears to succeed on the football pitch. It will be aired across Channel 4 in a combination of 30-second and 60-second edits.
Running until December, the sponsorship has been devised and negotiated by media agency MEC, and will be supported with outdoor media featuring a mix of campaign content and new product launches.
Volvic UK brand lead Tom Hickton said: “Volvic has become a major player in the soft drinks market and this extremely impactful, cross-brand campaign reflects that. We’ve loved working with Channel 4 to pull the campaign together and believe it will have a lasting impact on UK consumers. We believe this campaign will not only drive year-round awareness for Volvic and its sub-brands but will also start to associate Volvic with those everyday moments that help people feel truly unstoppable.”
Channel 4 partnership controller Rupinder Downie said: “The Unstoppable Moments strand is a perfect fit for Volvic’s first ever foray into TV sponsorship and we are delighted to be able to offer such a great range of programming across Channel 4, E4 and More4.”
MEC’s Aimee Chalcraft added: “This strategic partnership has been carefully designed to land Volvic’s unique positioning and megabrand approach. The unstoppable moments programming strand has been selected to seamlessly tie in with the creative message that everyone has a volcano within them.”
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