Volvic Touch of Fruit
A single strategic decision that redefined what flavoured water could be.
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 that made Volvic Touch of Fruit the category leader.
Category Leader
Volvic Touch of Fruit became the category leader.
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 became the category leader.
What it shows
A big idea, well framed, wins – simplicity is a strategic advantage.
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