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).

The post Volvic launches biggest ever campaign to inspire consumers to ‘Let It Out’ appeared first on IPM Bitesize.

Actimel, the yogurt drink brand from Danone, is giving consumers the chance to win one of three MINI Cooper Convertibles as part of its ‘Lift the lid off winter’ campaign, which aims to encourage people to stay positive in the face of the elements and lower temperatures.

To be in with a chance of winning, all consumers have to do is buy a promotional pack of Actimel and check for a winning lid. If the reverse of the foil lids shows a black MINI Cooper shaped icon then they have won a MINI Cooper convertible.

The on-pack promotion will run until the end of March. It is being supported by a heavyweight marketing campaign including TV advertising, social media activity, experiential, sampling, and in-store shopper marketing. Actimel multipacks are available from all major supermarkets and Co-op.

Hannah Mayhall, Actimel Brand Manager at Danone, says: “We wanted to encourage consumers to “stay strong” in winter and give them a chance to show their positive attitude, especially when the days are shorter and temperatures have dropped! With this promotion, we’re looking to celebrate and put a smile on the face of our three lucky winners.”

In the Republic of Ireland, Danone has partnered with charity Barnardos, which holds a lottery licence. This is to conform to Irish law.

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 (Oykos, Prostokvashino, Aqua, Bonafont, Mizone, Blédina, Cow & Gate).

The post Actimel ‘Lift the Lid off Winter’ MINI promo appeared first on IPM Bitesize.

Light & Free is joining forces with Spotify UK for a year-long partnership to build strong connections between the Greek-style yoghurt brand and a music-loving audience.

Spotify has partnered with Light & Free to offer unique music prizes throughout 2017 where a small group of winners will see their favourite top-tier artists perform. These unplugged sessions will give fans a chance to watch their favourite artists up close in uniquely designed spaces.

Francois Brugiere, Marketing Manager at Danone Dairies, says: “Entering into the world of music is an innovative way for us to bring the feeling of ‘Light & Free’ to our audience. With this partnership, we are able to give something back to audiences not only through content and music but also in terms of delivering unique experiences that money can’t buy.”

Light & Free, which entered the UK with music at its core through a launch campaign featuring the Labrinth track ‘Express Yourself’, will partner with Spotify and eight lifestyle-focused social media influencers to reach young people who use music as a way of taking time out from their stressful lives.

Based around a series of unique music experiences and Spotify playlists, the activity, run in collaboration with MEC Wavemaker, breaks on February 1^st 2017 and will run throughout 2017. The visual identity was created in partnership with fellow WPP agency, Wunderman UK.

Each artist will be announced on Spotify via homepage takeovers and audio ads as the competitions begin. The first artist will be announced on February 20^th. In addition, Light & Free, Spotify, and their social influencer friends will create exclusive playlists that express different shades of enjoying “feeling Light & Free.”  Light & Free will also be one of the first brands to use Spotify’s innovative Branded Moments ad unit.

Danny Weitzkorn, a director at MEC Wavemaker, adds: “The Spotify partnership is an exciting opportunity to reach the Light & Free audience through one of its main passion points, music.”

Chris Forrester, Country Manager at Spotify, comments: “In the past few years, Spotify has witnessed a huge consumer trend towards moment-based music listening. In being the first brand to run a UK-based campaign around Spotify’s ‘Chill’ music moment, Light & Free has created the perfect opportunity to bring the brand attributes of Light & Free to an audience of relaxed and engaged music fans.”

The post Danone Light & Free, Spotify exclusive music campaign appeared first on IPM Bitesize.

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.

The post Volvic Juiced launches #smallvictories appeared first on IPM Bitesize.