01
MAKE FLAVOUR THE HERO
“More Taste” gave people the reason to notice the new product and immediately separated it from plain water.
CASE STUDY – VOLVIC TOUCH OF FRUIT
FOUR WORDS.
ONE CATEGORY
LEADER.
Volvic wanted to launch the UK’s first flavoured still water and create huge awareness and sales.
I created the launch platform More Taste. Still Water. – a simple idea that made flavour the attraction while reassuring people that this was still unmistakably Volvic.
CATEGORY
UK’s first flavoured still water
MULTICHANNEL
Outdoor – bus sides – in-store POS
4 WORDS
More Taste. Still Water.
THE CHALLENGE
CREATE A NEW CATEGORY.
WITHOUT LOSING VOLVIC.
Volvic was famous for natural spring water. The new product introduced flavour into that world, which created a tension.
People could easily assume flavoured water would either taste weak or feel closer to a sugary soft drink. The launch idea had to make taste exciting without undermining the reassurance of still water.
So the task was not simply to announce a product. It was to create a position people could understand immediately and remember after the advertising had gone.
The answer had to make flavour feel new without making Volvic feel unfamiliar. ->
THE BIG IDEA
SIMPLE ENOUGH
TO REMEMBER.
MORE TASTE. STILL WATER.
Four words. Two full stops. The first half gives people the benefit. The second half removes the doubt. It says everything the launch needs to say without explaining itself to death.
THE THINKING
THE LINE DID
THREE JOBS AT ONCE.
Strong launch ideas compress strategy into something people can understand in seconds.
02
REMOVE THE DOUBT
“Still Water” reassured people that the product remained rooted in the familiar Volvic experience rather than becoming another soft drink.
03
BUILD A PLATFORM
The idea was short, visual and flexible enough to carry across outdoor, bus sides and point of sale without losing its meaning.
THE WORK
ONE IDEA.
EVERYWHERE.
Vibrant fruit colour, bold product photography and one organising line created a campaign system that could stay recognisable across different formats.
THE RESULT
FROM LAUNCH
TO CATEGORY LEADER.
01
A category-defining launch
Volvic Touch of Fruit launched as the UK’s first flavoured still water.
02
A platform that travelled
The same idea worked across outdoor, bus sides and in-store activity without needing a different story for every channel.
03
Long-term category leadership
Volvic Touch of Fruit remained category leader for years.
WHAT I DID
THE THINKING
BEHIND THE WORK.
BIG IDEA
Created the launch platform and organising idea.
POSITIONING
Defined the balance between flavour excitement and still-water reassurance.
COPY
Created the line “More Taste. Still Water.”
CREATIVE DIRECTION
Shaped how the idea travelled across the launch campaign.
NEXT
NEED AN IDEA
PEOPLE CAN
REMEMBER?
Bring me the brief, the launch or the business problem. I can help find the idea that makes the rest of the work easier to build.