Volvic to launch its most expensive campaign ever

With £1.7 million behind it, the second iteration of the ‘Well That’s Refreshing’ campaign from Volvic is hoping to have a massive impact.

The new campaign, which is advertising the drinks producer’s sugar-free Touch of Fruit range, will be Volvic’s most expensive yet – and features something not seen before, a fully scented tunnel at London King’s Cross Station to promote its rhubarb flavour.

Volvic is banking on the power of experiential marketing – drawing on the statistic that 60% of consumers who sampled the water went on to buy it. The company hopes to reach 300,000 consumers across the country with ‘Well That’s Refreshing’, which launched last year.

As well as the groundbreaking experiential activity, there will be digital and social presence across Facebook, Instagram and YouTube. On top of this, in-store activations hope to reach a wider audiene than ever.