Volvic Juiced has kicked-off a £1.8m summer-long marketing campaign focused on recruiting new consumers into the brand and supporting the launch of its new Juiced Tropical 50cl variant.
The campaign, which celebrates life’s small victories, includes E4 sponsorship, outdoor advertising, in-store POS, limited edition 50cl packs and an intensive social media campaign.
The E4 sponsorship is part of Volvic’s year-long partnership with Channel 4, and will run across shows including The Inbetweeners and Two Broke Girls.
Tom Hickton, Volvic Marketing Manager, said: “Volvic Juiced is all about enjoying the brighter side of life & having a positive outlook. This campaign really brings this to life in a way that everyone can identify with.”
Juiced Tropical 50cl launched in April and is now in available nationwide. To drive awareness and trial of the new flavour, Volvic is giving consumers the opportunity to try a free sample via a digital voucher linked to the outdoor posters this week and next.
Volvic will also be touring the nation for eight weeks across July and August with a team of brand ambassadors to hand out over 500,000 samples of new flavours from Juiced and Touch of Fruit. Consumers will also receive a coupon with their sample to drive repeat purchase in store.
