VOLVIC – Unbottle Your Unstoppable

Volvic

THE BRAND RELATIONSHIP:
FROM ’CASUAL ACQUAINTANCE TO ’FRIENDS WITH BENEFITS’

The Key Behaviour – Get people to engage with a water brand when participating at the Tough Mudder events.

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The Key Barrier – Tough Mudder participants are totally focused on the obstacle course itself. They are not looking to detract from this.

The Key Comparison – Secret Cinema; by engaging people in different ways, these live events enhance what is usually an experience where no distractions are wanted.

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The Creative Idea – Our campaign for Volvic enhanced people’s Tough Mudder experience by putting the brand at the heart of it.

We branded a climbing challenge as the ’Volvic Volcano’ and gave people a chance to show what they were made of. Those who showed their unstoppable spirit were rewarded with a soak in our Volvic hot tubs at the end.

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The Results – Brand scores for Volvic quickly began to see a turnaround following the activity at Tough Mudder events around the UK, with brand awareness and affinity scores improving for the first time in three years, while sales continue to grow.