Volvic, the water brand from Danone, is joining forces with one of this year’s most anticipated films, Star Wars: The Last Jedi. The brand will unveil a new label design featuring Star Wars™ characters and words to express inner strength, helping consumers to ‘Find Their Force’. A new collectable range of glow-in-thedark mascot bottles will feature five popular characters, including fan favourites Rey and Finn. The aim of the initiative is to make hydration more appealing to youngsters.
Available to retailers now, the new glow-in-the-dark line-up will replace the current Disney Volvic range, which includes Disney© Frozen and Star Wars characters. The fresh label design will feature across Volvic’s plain water range in grocery and convenience channels and on the brand’s Touch of Fruit Sugar Free 1.5L range within the grocery channel.
The launch coincides with the release of one of this year’s most anticipated films: Star Wars: The Last Jedi, which will come to cinemas across the UK from 14th December 2017. Volvic previously partnered with Lucasfilm on Star Wars: The Force Awakens™, the biggest ever cinema release in the UK.
To raise consumer awareness of the product launch, Volvic will support the initiative with a heavyweight campaign, including TV, Out Of Home and digital content.
Tom Hickton, Brand Lead on Volvic UK & Ireland, commented, “We are always looking for ways to make hydration more appealing and fun to youngsters. The fact that our new mascot bottles glow in the dark is an innovative feature that delivers a real stand-out unique selling point USP to help us achieve this.”
Volvic started working with Disney in 2015 and have continuously seen sales uplifts during activation periods.
Apart from the mascot bottles, the Volvic Kids range also includes multipacks for consumption at home and on-the-go, available in 6x33cl packs with eye-catching designs from animated blockbusters Disney Frozen and Disney•Pixar’s Cars.