Volvic has signed a three year partnership with Tough Mudder, in a deal brokered by MEC Access.
The 2014 activation, worth £550,000, aims to drive awareness and engagement of the ‘Volcanicity’ concept across the UK, and will be activated on Facebook by We Are Social, who have created a bespoke #GotTheBottle app which will showcase fans’ best Tough Mudder moments.
The partnership will be brought to life before, during and after the events with a nationwide ‘Have you got the bottle?’ 360 degree marketing campaign, covering print and digital advertising as well as on-pack promotion.
Al Strang, Volvic brand lead, said: “Volvic has had a hugely successful few years so we felt the time was right to amplify Volcanicity in an exciting and tangible way. For Volvic, a partnership with Tough Mudder is the perfect platform to engage with our core audience in an environment which truly embodies Volcanicity. Tough Mudder represents being full of life, camaraderie and being ‘up for it’ so it is a natural partner for us. This campaign will take consumer engagement with the brand to the next level.”
Volvic will also continue to build its YouTube presence by working with YouTube super user KSI to create a film about the Tough Mudder challenge.
Sarah Harvey, senior vice president at Tough Mudder EMEA, said: “We're really excited to be working with Volvic, we only work with brands that we believe will really enhance the experience for our Mudders and are convinced that this partnership will do exactly that. Keeping our Mudders hydrated out on course (and when they finish) is hugely important to ensuring they are equipped to help their team-mates overcome all the challenges that a Tough Mudder course throws at you.”