Volvic has announced a new seven-figure sponsorship deal with Channel 4, marking the first time that the Danone-owned brand has sponsored TV programming.
Volvic will sponsor Channel 4’s new programming strand, unstoppable Moments on 4, until the end of 2016.
The sponsorship was brokered by MEC and will cover a number of popular shows on E4 including How I Met Your Mother, The Inbetweeners, and new episodes of The Goldbergs and 2 Broke Girls. It will also feature a new series from Guy Martin, the brand new series of The Island and the upcoming reality survival series Eden.
To accompany the new sponsorship, Volvic has launched a new TV ad campaign created by Y&R Paris called ‘Eruption’. The 30-second and 60-second ads tell the story of a young boy fighting his demons on the football pitch and plays on the brand's association with volcanos.
The other sponsorship depicts a series of dramatic scenarios, such as a best man preparing to deliver his speech, a girl about to ride her bike without stabilisers for the first time or an exhausted jogger about to get his second wind.
Rupinder Downie, partnership controller at Channel 4 said: “The Unstoppable Moments strand is a perfect fit for Volvic’s first ever foray into TV sponsorship and we are delighted to be able to offer such a great range of programming across Channel 4, E4 and More4.”
Tom Hickton, Volvic UK brand lead said: “We are thrilled to be partnering with Channel 4 and E4 to launch this exciting new campaign for Volvic. We feel C4 is a great fit, enabling us to reach our millennial target audience, partnering with relevant shows throughout the year.
“We believe this campaign will not only drive year round awareness for Volvic but will also start to associate Volvic with those everyday moments when you feel truly unstoppable.”