Dive Brief:
- Volvic bottled water is getting an all-new design and logo as the brand begins a repositioning effort.
- The new bottles, designed by France's Landor Associates, replaces the traditional blue and green labels with one that prominently displays a volcano.
- Danone, owner of the mineral water brand, is planning an advertising and marketing effort to lift sales. Key to the campaign will be that the water is bottled at the Puy de Dôme lava dome in France.
Dive Insight:
Selling bottled water isn't easy. When it comes right down to it, water is water. But bottlers are always keen to find something about their water on which to hang a marketing plan.
For example, Poland Springs likes to play up that it's from real springs in Maine. That has caused legal problems for other companies that bottle water from springs in Maine, like Maine Springs.
For Volvic, the hook is a volcano. And that's a pretty compelling image, and a wonderful and pristine place to get water. But that's also sort of the hook for rival Fiji Water.