Volvic Touch of Fruit
A category creation story – not just a launch campaign.
The challenge wasn’t to create more advertising. It was to decide what Volvic should stand for next. Touch of Fruit became a platform – not a campaign – that allowed the brand to compete on taste without abandoning its core promise of stillness and naturalness. Volvic is famous for spring water. They wanted to launch a flavoured water and drive huge awareness and sales. I created the launch platform, More Taste. Still Water., that positioned Volvic Touch of Fruit as the definitive choice in a category that didn’t exist before we made it.
Category Creation
Volvic Touch of Fruit was the UK’s first ever flavoured still water, and it stayed category leader for years.
Multichannel
Outdoor – Bus Sides – In-store POS.
Big Idea
More Taste. Still Water.
“Four words. Two full stops. More Taste. Still Water.”
Simple, memorable, and strategically reassuring – flavour first and still water clarity.
Problem
People assumed flavoured water was either flavourless or sugary.
Audience
Everyday shoppers wanting more taste without switching to sugary soft drinks.
Brief
Create a big idea and launch platform that would stick in people’s minds.
Insight
Reassure it is still water while making flavour impossible to miss.
Idea
More Taste. Still Water. A line that says everything in four words.
Execution
Vibrant fruit-colour backdrops with bold bottle product shots and fruit splashes.
Channels
Outdoor, bus sides, and in-store point of sale.
Tone
Clean, confident, and unmistakably flavour-forward – simple and memorable.
Result
Volvic Touch of Fruit was the UK’s first ever flavoured still water, and it stayed category leader for years.
What it shows
A big idea, well framed, can create and own a category – simplicity is a strategic advantage.
