Make flavour
the hero.
“More Taste” gave people the reason to notice the new product and immediately separated it from plain water.
CASE STUDY / BRAND LAUNCH / VOLVIC
More taste.
Still water
Four words that helped launch a new category and establish Volvic Touch of Fruit.
How a simple creative idea made flavour exciting without losing everything people already trusted about Volvic.
← BACK TO THE WORK
CLIENT
Volvic
PROJECT
Touch of Fruit launch
CHANNELS
Outdoor / Bus / In-store
MY ROLE
Strategy / BIG IDEA / Creative Direction
01 / THE CHALLENGE
A new product.
A familiar name
Volvic wanted to launch the UK’s first flavoured still water and create huge awareness and sales.
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.
02 / THE BIG IDEA
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.
03 / THE THINKING
One line.
Three jobs
Strong launch ideas compress strategy into something people can understand in seconds.
Make flavour
Remove
the doubt.
“Still Water” reassured people that the product remained rooted in the familiar Volvic experience rather than becoming another soft drink.
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.
04 / THE WORK
One idea.
Everywhere
Vibrant fruit colour, bold product photography and one organising line created a recognisable campaign system across different formats.
05 / THE RESULT
From launch
to category
leader
A category-defining introduction
Volvic Touch of Fruit launched as the UK’s first flavoured still water.
A platform that travelled
The same idea worked across outdoor, bus sides and in-store activity without needing a different story for every channel.
Long-term category leadership
Volvic Touch of Fruit remained category leader for years.
06 / MY CONTRIBUTION
The thinking
behind the work
The BIG IDEA
Created the launch platform and organising idea.
Positioning
Defined the balance between flavour excitement and still-water reassurance.
Copywriting
Created the line “More Taste. Still Water.”
Creative direction
Shaped how the idea travelled across the launch campaign.
THE NEXT BIG IDEA
Got a challenge
worth solving
Bring me the brief, the launch or the business problem. I’ll help you find the idea that makes the rest of the work easier to build.
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