Volvic has kicked-off its first ever ‘megabrand’ campaign, which aims to inspire consumers to Awaken Their Volcano.
For the first time, the bottled water brand is sponsoring TV programming, partnering with Channel 4 to sponsor ‘Unstoppable moments on 4’. The programming strand runs across the Channel 4 network, with shows carefully selected to embody Volvic’s brand personality and values.
The sponsorship will run until the end of the year. Volvic plain will support a new Guy Martin series, the new series of The Island and the upcoming reality survival series Eden. ‘Unstoppable Moments’ also includes a number of popular E4 shows such as How I Met Your Mother, The Inbetweeners, and new episodes of The Goldbergs and 2 Broke Girls.
The Channel 4 ‘Unstoppable Moments’ sponsorship will be complemented by the launch of a new TV commercial for Volvic plain. The new ‘eruption’ film will be aired across Channel 4 utilising a combination of 60- and 30-second edits.
The March – December sponsorship will be supported with bursts of outdoor media featuring a mix of campaign content and new product launches.
Tom Hickton, Volvic UK Brand Lead, said: “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”.