Water, water everywhere
Declining sales brought Volvic to Landor. Facing fierce competition from a surfeit of bottled mineral waters available in Europe, the brand sought to strengthen its position and expand into new markets. The problem: Volvic had become generic and functional, offering up hydration when it had a much more explosive idea at its core.
Own the volcano
Volvic needed to be loved again. How to do this? Inject emotion into the equation. We looked at what made Volvic unique: its volcano. Volvic is the only brand in the world that can claim ownership of such a dynamic source of water—and what it stands for: strength, longevity, endurance, purity, and nature.
Green is the new blue
To truly own the volcano, it needed to become iconic again. So we began by streamlining Volvic’s visual identity. A hyper-real, inimitable volcano became the brand’s cornerstone. The vibrant green of the volcano’s native foliage replaced the previous palette’s many colors. A fluid, rounded custom typeface and clear label gave Volvic a strong shelf presence, with the volcano more prominent than ever.
Contrasting green and white make Volvic a visual standout in a category dominated by blue tones
Explosive WPP collaboration
Landor worked closely with Y&R to make the brand come alive in every activation. We moved from the shelf to the wider world: Dynamic ads testified to the volcano’s timeless life force and Volvic’s ability to empower a young boy to excel at sports.
Landor helped identify additional opportunities and make them real with our WPP partners, such as a partnership with the Tough Mudder race.
Making a splash
Shoppers greeted the re-energized brand with open wallets. In a one-year period, Volvic quenched the thirst of 500,000 additional households in France alone; across Europe, sales surged to 135 million liters.
Volvic’s revenue has increased 11 percent and it is now the No. 2 bottled water brand in France.
Free-flowing product lines
Having shown consumers that Volvic’s water offers more than hydration, we set out to help Volvic grow and evolve new product lines. Volvic’s three visual assets can be used together or separately, creating a flexible megabrand that allows Volvic the freedom to expand into other categories.
A surge of possibilities
Over four years, we supported product innovation and continued expansion of flavors, such as Volvic Juicy, limited-edition packaging for Christmas, packaging tie-ins for Frozen and Star Wars, and designs to fit specially-shaped bottles. Volvic’s strength and purity make it shockingly agile: only Volvic can stretch from Star Wars to Tough Mudder so naturally. The possibilities are endless.
Over a four-year period, Volvic developed more than 600 new SKUs.