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Kees Kruythoff

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Volvic splashes £1.7m on sugar-free Touch of Fruit campaign

Volvic will launch its largest marketing campaign for the Touch of Fruit sugar-free range that has set the mineral water brand back a cool £1.7m.

It will be the second installment of its 'Well That's Refreshing' campaign that launched last year to promote the healthier version of its Touch of Fruit water range.

Landing on 6 May, campaign activity will include out-of-home that immersively plays with smell and taste. To promote the rhubarb Touch of Fruit, at London's Kings Cross station, the campaign will see a media first: a fully scented tunnel.

Based on the insight that 60% of consumers who sampled its water in 2018 went on to purchase, Volvic will again include experiential sampling as part of the campaign which it hopes will reach 300,000 customers nationwide.

The 'Well That's Refreshing' campaign will also include in-store activations. It has organised impactful and disruptive shopper activation which aims to deliver over 15,000 points of interruption. This will all be supported digital and social activations across Facebook, Instagram and YouTube.

Discussing the new campaign, Volvic's brand manager, Maria-Tzina Leria said: "The 'Well That’s Refreshing' campaign brings to life the essence of Touch of Fruit, as we aim to add a refreshing twist to everyday mundane moments.

“We know that taste is the number one driver for consumers when choosing a soft drink, but sugar intake is a concern for many, with 62% of people preferring to choose drinks with no added sugar. We are seeing this trend towards sugar-free reflected in the huge growth of the Volvic Touch of Fruit sugar-free range, which is growing at 26% value growth and still huge headroom to grow further."