Volvic Touch of Fruit has launched its first television advertising campaign since 2013 as part of a £1.5m through-the-line campaign designed to appeal to a young, creative audience.
Created by London-based advertising agency RKCR/Y&R, the advertisement features a street artist whose work comes to life in an explosion of fruit graphics. The colourful film celebrates Volvic Touch of Fruit’s taste and showcase’s the brand’s new sparkling range, with the tagline Clearly More to It.
The illustrations were provided by Brighton-based illustrator Jamie Cullen and animation from London based animation company Nomint.
The ad will run on TV catchup and video on demand platform from 6 July, and will be supported by a programme of in-store activations and nationwide sampling. Volvic will also use digital channels to leverage the TV copy and music track to drive further engagement, as it prepares to roll out an apple and raspberry sparkling flavour.
Volvic senior brand manager Tom Hickton said: “Clearly More to It brings to life the unexpected taste of Volvic Touch of Fruit whilst celebrating our new sparkling variant. The creative is designed to celebrate the fact that there’s much more to Volvic Touch of Fruit than initially meets the eye. We believe this distinctive creative style will resonate with our millennial target audience.”
RKCR/Y&R creative director Paul Angus added: “We set out to make a huge splash for Volvic Touch of Fruit. Thanks to creative collaborations with Jamie Cullen and [Nomint director and animator] Eric Lerner, we’ve created a large scale street mural which not only looks cool but delivers a clear product story.”
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