A touch of fun

Client: Danone - Volvic

In 2024, Volvic faced a challenge: despite holding the title of the UK’s number one flavoured water brand, their market share was slipping.

Consumer research revealed that Volvic Touch of Fruit (TOF) was losing distinctiveness and favourability, while new competitors with big personalities and big-name endorsements were stealing the spotlight.

To reclaim their position, Volvic launched a long-awaited innovation: fizzy flavoured water. But with limited SOV in a crowded market, they needed more than bubbles—they needed to make a splash.

Volvic’s mission has always been to make water less boring. This campaign took that mantra and we applied it to what some see as the most boring media – programmatic. So, we partnered with The Trade Desk (TTD) and built a 100% programmatic omnichannel campaign – we blended the precision and effectiveness of programmatic, and created a playful, surprising, and unforgettable experience for consumers.

We started by launching the UK’s first 3D DOOH programmatic campaign, transforming the daily commute with eye-popping visuals in high-footfall stations. Mobile Advertising IDs were then used to retarget commuters throughout their boredom spikes via immersive 3D audio, high-impact display, and other boredom-busting media.

The results were sparkling. Volvic TOF saw favourability grow +7pp, brand sentiment reach an all-time high of 65%, and most importantly we grew market share by an impressive +2.7pp increase YoY.

The campaign also won IAB’s Joy of Digital Award, cementing its status as a category-defining success.