‘Find your volcano’: Volvic launches £2.2m new year campaign

The £2.2m ($2.7m) initiative is running in the UK from January to March across the Plain and Touch of Fruit ranges.

Limited edition on-pack labels name empowering attributes, including ‘brave’, ‘fearless’, and ‘determined’.

The campaign includes TV ads that share inspiring stories of people who overcome everyday obstacles in their lives.

Volvic will also renew its year long TV sponsorship with E4, after its 2016 partnership. 

Sian Foulkes, brand manager, Volvic, said, “January is the perfect time for Volvic to launch #FindYourVolcano. ​

"Consumers are feeling a bit deflated after the festive period. It takes power to conquer the January Blues and stick to New Year’s resolutions… everyone has their own individual strengths and Volvic is here to remind them of this.”​

Volvic originates from the volcanic ecosystem in Auvergne, France. It is created by rainwater that flows underground, filtered through six layers of volcanic rock.