Volvic, the UK’s no 1 bottled water brand, has unveiled its biggest ever marketing campaign for its Touch of Fruit sugar free range; The second instalment of the hugely successful “Well That’s Refreshing” campaign, launches on May 6 and will be supported by a £1.7m investment.
Volvic brand manager Maria-Tzina Leria, comments: “The “Well That’s Refreshing” campaign brings to life the essence of Touch of Fruit, as we aim to add a refreshing twist to everyday mundane moments.
“We know that taste is the number one driver for consumers when choosing a soft drink, but sugar intake is a concern for many, with 62% of people preferring to choose drinks with no added sugar. We are seeing this trend towards sugar free reflected in the huge growth of the Volvic Touch of Fruit sugar free range, which is growing at +26% value growth and still huge headroom to grow further.
“This campaign sets out to help fuel that growth by celebrating the delicious taste of Touch of Fruit and its availability as a sugar free range. We will hero our lead penetration driving flavours Strawberry and Lemon & Lime as well as our new, very on trend, Special edition Rhubarb flavour which is currently performing significantly above our launch targets.
“Summer is a key period for soft drinks and bottled waters sales – and this disruptive campaign, which spans OOH, digital, and shopper activation, aims to drive footfall to store by putting Touch of Fruit sugar free front of mind in close proximity to key stores. We recommend stocking up on our core flavours ahead of this great footfall driving campaign, going live on 6th of May.”