Volvic is joining forces with one of this year’s most anticipated films, Star Wars: The Last Jedi.
The brand will unveil a new label design featuring Star Wars characters and words to express inner strength, helping consumers to ‘Find Their Force’. A new collectable range of glow-in-the-dark mascot bottles will feature five popular characters. The aim of the initiative is to make hydration more appealing to youngsters.
Available to retailers now, the new glow-in-the-dark line-up will replace the current Disney Volvic range, which includes Disney Frozen and Star Wars characters. The fresh label design will feature across Volvic’s plain water range in grocery and convenience channels.
The launch coincides with the release of one of this year’s most anticipated films: Star Wars: The Last Jedi, which will come to cinemas across the UK from 15 December 2017. Volvic previously partnered with Lucasfilm on Star Wars: The Force Awakens, the biggest ever cinema release in the UK.
To raise consumer awareness of the product launch, Volvic will support the initiative with a heavyweight campaign, including TV, Out Of Home and digital content.
Volvic Mascots are available in a mixed case of 24 (rrp 65p per bottle).
Tom Hickton, brand lead on Volvic UK & Ireland, said: “We are always looking for ways to make hydration more appealing and fun to youngsters. The fact that our new mascot bottles glow in the dark is an innovative feature that delivers a real stand-out unique selling point USP to help us achieve this.”
Volvic started working with Disney in 2015 and has continuously seen sales uplifts during activation periods (Marketplace value sales, 8 w/e 29.11.15 – 16.01.16 vs. YA).