Strathmore, the A.G.Barr-owned Scottish water brand, will be supporting this August’s Glasgow 2018 European Championships, the new multi-sport event which brings together the existing European Championships of some of the continent’s major sports including Aquatics, Cycling, Gymnastics, Rowing and Triathlon, as well as a new Team Golf Championships.

Scottish athlete Ross Murdoch (left of picture), Glasgow 2018 sporting ambassador and official ambassador for the Strathmore brand, joined the Glasgow 2018 mascot, Bonnie the Seal, and Jonathan Kemp (right), Commercial Director at A.G.Barr, to help the company launch the partnership.

Strathmore, which has been named as Official Partner of the championships, will be supplying its water to hydrate around 3,000 athletes expected to compete in venues across Scotland between 2nd and 12th August, as well as officials, staff, volunteers and medical teams on the ground.

Strathmore, Glasgow 2018 and Glasgow City Council are working together to ensure the Games are as environmentally-friendly as possible. There will be over 500 recycling bins distributed across venues to encourage the recycling of all Strathmore water bottles consumed at the Championships along with other recyclable waste.

Jonathan Kemp, Commercial Director at A.G.Barr, says: “We’re incredibly proud of the work that Strathmore does to encourage more people to take part in sport as part of its Do More campaign, so to be the Official Water of Glasgow 2018 European Championships, a multi-sport event which will engage and inspire so many people, highlights our ongoing investment and commitment to all levels of sport.”

Strathmore water joins Atos, Gleneagles, Harper Macleod LLP, Avid, NVT Group, Aggreko, Glasgow Airport and Arco as part of the Glasgorowing, w 2018 sponsor family.

The Strathmore water brand is owned by AG Barr. It is currently the official water supplier of British Athletics and IAAF World Indoor Championships Birmingham 2018. The brand is also a water partner with Scottish Swimming, Scottish Athletics, and Scottish Rugby, and supports many other mass participation events including Edinburgh Marathon, and the UCI Mountain Bike World Cup.

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Lucozade Sport Fitwater, the latest addition to the Lucozade sports drink family, has launched a new campaign featuring unified heavyweight boxing champion and Lucozade Sport brand ambassador, Anthony Joshua. The campaign will include Above The Line (ATL) advertising as well as Out Of Home (OOH), digital and in-store activity.

Since launching last August, Lucozade Sport Fitwater has become the second largest functional water brand in the UK market. This electrolyte water is made by purifying spring water then adding four key electrolytes specifically designed to help replenish what is lost in sweat.

The new ATL campaign is supported by a £3.5 million cross-channel spend. The ATL will incorporate a range of eye-catching outdoor creatives, designed to attract consumers to the still water segment and appeal to the growing demand for functional drinks to enjoy as part of an active lifestyle.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory, comments: “We’ve developed Lucozade Sport Fitwater’s latest ATL campaign to grab the attention of existing sports drink consumers, while also appealing to a new audience with a drink perfect for the exercise occasion but with no sugar or calories. We’re confident that this new ATL promotion and £3.5 million investment will support the brand’s offering in the water segment and drive awareness of the product.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Strathmore bottled water has signed Team GB athlete and last year’s European Indoor 1500m and 3000m champion, Laura Muir, as one of its brand ambassadors.

As the countdown gets underway to the IAAF World Indoor Championships Birmingham 2018, 24-year-old Scottish middle to long distance runner Muir joins forces with World Champion T53 wheelchair racer Samantha Kinghorn and Commonwealth Gold Medal swimmer Ross Murdoch on Team Strathmore. They will help the brand to deliver its ongoing ‘Do More’ campaign which aims to inspire more people of all ages and ability to try and take up entry level exercise such as running, swimming and cycling.

The campaign will include athlete advice and inspiration, tips and techniques for all levels, plus once-in-a-lifetime opportunities to inspire and motivate active participation.

Laura says: “I am really pleased to be teaming up with Strathmore water and their existing sports ambassadors to help encourage more people to enjoy the benefits of running. Our aim is to get more people on the move – to just try to be more active and see what benefits it can bring to your life. A water brand is such a natural partner for me as hydration is so important for athletes – I am really looking forward to getting involved in the Do More campaign.”

Strathmore water is bottled at source in the Vale of Strathmore, near Glamis Castle in Scotland, and has a long-standing reputation for supporting mass-participation events across the UK, helping world class athletes and spectators stay hydrated.

Last year, the brand strengthened its commitment after signing a major three-year partnership with British Athletics to provide bottled water at all British Athletics events through to 2019 and is the official water supplier at the IAAF World Indoor Championships Birmingham 2018.

This was followed by a successful partnership with the organisers of London 2017 in which Strathmore delivered more than one million bottles of water, as the official water supplier for the IAAF World Championships and the IPC World Para Athletics Championships last summer.

Adrian Troy, Marketing Director for AG Barr, comments: “Strathmore water has a proud record for supporting top class athletics and we’re really pleased at the prospect of this new partnership with one of the country’s leading athletes. Laura has emerged as one of the most talented runners on the world circuit and is an inspirational role model for other people to do more, epitomising what can be achieved through hard work, determination and a passion for the sport.”

The Strathmore water brand is owned by AG Barr. It is currently the official water supplier of British Athletics and IAAF World Indoor Championships Birmingham 2018. The brand is also a water partner with Scottish Swimming, Scottish Athletics, and Scottish Rugby, and supports many other mass participation events including Edinburgh Marathon, and the UCI Mountain Bike World Cup.

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Volvic, the Danone-owned mineral water brand, is kicking off its biggest-ever UK marketing campaign this summer across its flavoured waters range, Volvic Touch of Fruit and Volvic Juiced.  The ‘Let It Out’ initiative reaches out to consumers through multiple channels to raise awareness and ultimately drive penetration, and will include a massive sampling operation across three key UK cities and a partnership with The Sun newspaper to distribute yet more free samples.

Adrienne Toner, Senior Brand Manager at Volvic, says: “Health is one of the big trends at the moment. We know consumers are actively moving away from sugary carbonated drinks into soft drinks that they view as healthier. However, we also know not everyone enjoys the taste of plain water. That’s where our Volvic flavoured waters range comes in, as it perfectly fills this gap.”

Backed by an investment of over £3million, ‘Let It Out’ is a product-led campaign told in a way that emotionally connects with the millennial target audience. Volvic believes that life is better when we approach it with positivity and that it takes inner strength to choose to approach everyday moments of frustration with optimism and a sense of humour.

Based on this, Volvic says the ‘Let It Out’ campaign is set to inspire consumers to ‘let out’ their optimism and positivity while enticing them to ‘let out’ the flavour inside bottles of Touch of Fruit and Juiced.

The campaign will run from July 17 2017 until the end of August and will include:

• A complete packaging-refresh across Volvic Touch of Fruit and Volvic Juiced, emphasising taste and naturalness.
• The brand’s biggest Out Of Home advertising campaign yet, with displays never more than 10 metres away from point of purchase.
• Three new TV sponsorship idents showing how people ‘let out’ their inner optimism and see the positive in everyday moments of frustration. These will be on air every day throughout the summer as part of Volvic’s on-going E4 sponsorship, shown alongside hit TV shows such as How I Met Your Mother and The Inbetweeners as well as the new series launch of 2 Broke Girls.
• A huge social media presence across Facebook, Twitter and Instagram to engage with Volvic’s millennial target audience.
• YouTube bumper ads targeting viewers with tailored content related to what they are watching.
• A partnership with News UK, including a front page ad in The Sun for a free sample on July 21.
• Large-scale depot and in-store takeovers in key retailers.
• A nationwide experiential sampling campaign, which will visit three cities across the UK this summer.

Adrienne Toner concludes: “Our 360 campaign is about recruiting new consumers into the category through Volvic’s flavoured portfolio.”

Last year, Volvic Juiced launched its biggest ever brand campaign and innovation launch, using the hashtag #smallvictories. This included media partnerships, OOH, experiential, sampling and digital and face-to-face couponing (see www.promomarketing.info, May 13 2016). The £1.8m campaign focused on recruiting new consumers into the brand and supporting the launch of its new Volvic Juiced Tropical 50cl variant. The campaign ran throughout the summer months.

Danone Waters (UK & Ireland) Limited (DWUK) is the UK parent company of the bottled waters and beverages produced by evian, Volvic and BADOIT. Danone is a leading global food company built on four business lines: Fresh Dairy Products, Early Life Nutrition, Waters and Medical Nutrition. Present in over 130 markets, Danone generated sales of €22.4 billion in 2015, with more than half in emerging countries. Danone’s brand portfolio includes both international brands (Activia, Actimel, Danette, Danonino, Danio, evian, Volvic, Nutrilon/Aptamil, Nutricia) and local brands (Oikos, Prostokvashino, Aqua, Bonafont, Mizone, Blédina, Cow & Gate).

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Nestlé Waters is running an exclusive retailer competition to find Britain’s ‘most hydrated community’ this August. The competition is aimed to get retailers to stock up on Nestlé Pure Life, which Nestlé says is the number one water brand worldwide, and help drive consumption of bottled water during August.

To be in with a chance of winning, retailers need to request a hydration tool kit containing POS materials, including a barker, wobbler and poster, which will help to spread healthy hydration messaging in-store. Once they have received it, retailers will need to send in pictures of their store with the POS implemented, giving a short description of why they deserve to win the title of ‘Britain’s most hydrated community’.

By requesting tool kits and spreading summer hydration messages to shoppers, retailers could win a water-themed superhero mascot in-store for a day plus some free stock throughout the year.

There appears to be no consumer facing element to the promotion.

Silika Shellie, Head of Category and Shopper Development at Nestlé Waters, comments: “The average person in the UK consumes 44 litres of bottled water per year which is low in comparison to other European countries, so this competition is designed to encourage retailers to educate shoppers on how to stay hydrated during August. We are excited to see the results and to have retailers on board to help spread the importance of staying hydrated to their shoppers particularly during August.”

To enter, retailers have to e-mail nestlesummer@cirkle.com to request a free tool kit. Entries close on the Thursday 18^th August and will be judged by an independent panel.

Nestlé says Pure Life is worth £177m in the UK.

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Volvic Juiced, the UK’s no.1 juicy water brand, is launching its biggest ever brand campaign and innovation launch, including media partnerships, OOH, experiential, sampling and digital and face-to-face couponing.

The £1.8m marketing campaign is focused on recruiting new consumers into the brand and supporting the launch of its new Volvic Juiced Tropical 50cl variant. The campaign launched this week and will run throughout the summer months.

The campaign celebrates the small victories in everyday life, like successfully putting together flat pack furniture or the joy of nabbing the last parking space at the supermarket. These universal everyday moments will be bought to life via a complete 360° activation including E4 sponsorship, outdoor, in-store POS, limited edition 50cl packs and a heavyweight social media campaign.

The E4 sponsorship is part of Volvic’s year long partnership with Channel 4, sponsoring ‘Unstoppable Moments on 4’. The E4 programming strand will run across shows, such as The Inbetweeners and Two Broke Girls, which embody Volvic Juiced’s brand personality and will give the brand year-round presence on TV.

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 is a combination of Mango & Passionfruit fruit juice and Volvic natural mineral water. Juiced Tropical 500ml launched in April this year and is now available nationwide. To drive awareness and trial of the new flavour, Volvic are giving consumers the opportunity to try a free sample via a digital voucher linked to the outdoor posters for two weeks from Monday 9th May.

Volvic will also be touring the nation for eight weeks across July and August with an unstoppable team of brand ambassadors, handing out over 500,000 samples of the new flavours from Juiced and Touch of Fruit.

Consumers will also receive a coupon with their sample to drive repeat purchase in store. The disruptive, engaging sampling experience will inspire the nation to make the most of their day, as well as showcasing the great range of products available from Volvic.

Volvic Natural Mineral Water is sourced in the French Auvergne region, where it is filtered through six layers of volcanic rock which gives it a unique volcanic mineral composition. Volvic is sold in more than 60 countries and includes natural mineral water and flavoured drink ranges.

Volvic Juiced is a combination of Volvic natural mineral water and fruit juice from concentrate and is available in Orange, Berry Medley, Apple, Lemonade and Tropical flavours.

Volvic Touch of Fruit combines still Volvic mineral water with natural fruit flavours and is available in Strawberry, Lemon & Lime, Summer Fruits, Orange & Peach, Cherry and Tropical flavours. Volvic Touch of Fruit Sugar Free is available in Strawberry, Lemon & Lime and new Orange flavour. Volvic Touch of Fruit Sparkling is available in Strawberry & Raspberry, Lemon & Lime and Mango & Passionfruit flavours.

The Volvic brand is owned and marketed in the UK by Danone Waters (UK & Ireland) Limited (DWUK) which also owns evian and BADOIT.

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