Volvic teams up with Tough Mudder events
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Volvic, the UK’s top selling bottled water brand*, has teamed up with Tough Mudder, ‘Probably the Toughest Event on the Planet’ to bring Volcanicity to life in the UK for the first time under a new creative territory: ‘Have you got the bottle?’
The three year partnership, brokered by MEC Access, is Volvic’s biggest ever UK sponsorship deal and is designed to bring Volcanicity to life. The 2014 activation, worth £550,000, aims to drive awareness and engagement of the Volcanicity concept across the UK.
The partnership will be brought to life before, during and after the events with a nationwide ‘Have you got the bottle?’ 360 degree marketing campaign. A nationwide print and digital advertising campaign alongside promotions featured on pack and in the press will kick off the excitement. Tough Mudder events across the UK and Ireland will feature a Volvic-branded ‘Walk the Plank’ obstacle which participants will have to conquer as part of the challenge. Photographers will work on-site to take shots of muddy teams for bespoke press ads, and the brand will provide plenty of Volvic to hydrate thirsty ‘Mudders’ along the course.
The campaign will also be activated on Facebook by We Are Social, who have created a bespoke #GotTheBottle app which will showcase fans’ best Tough Mudder moments. Fans will also have the chance to win free entry passes and a skydive in Las Vegas by uploading their best ‘game faces’ and using the hashtag #GotTheBottle on Twitter or Instagram.
Volvic will also continue to build its YouTube presence by working with YouTube super user KSI to create a film about the Tough Mudder challenge.
Al Strang, Volvic Brand Lead said:
“Volvic has had a hugely successful few years so we felt the time was right to amplify Volcanicity in an exciting and tangible way. For Volvic, a partnership with Tough Mudder is the perfect platform to engage with our core audience in an environment which truly embodies Volcanicity. Tough Mudder represents being full of life, camaraderie and being ‘up for it’ so it is a natural partner for us. This campaign will take consumer engagement with the brand to the next level.”
Sarah Harvey, Senior Vice President, Tough Mudder EMEA said:
“We’re really excited to be working with Volvic, we only work with brands that we believe will really enhance the experience for our Mudders and are convinced that this partnership will do exactly that. Keeping our Mudders hydrated out on course (and when they finish) is hugely important to ensuring they are equipped to help their team-mates overcome all the challenges that a Tough Mudder course throws at you.”
Mark Knight, Strategy Director, MEC Access, added: “In this day and age there are far too many partnerships that just do not make sense, with badges and logos thrown about for no strategic reason. At MEC Access we want to ensure that our clients benefit from appropriate and relevant partnerships that help deliver on business objectives for both the brand and the rights holder. That’s why we’re so confident that the coming together of Tough Mudder and Volvic will be the perfect arrangement for both parties.” Deola Laniyan, senior account director at We Are Social said:
“People naturally want to take and share photos at live events, so Tough Mudder is the perfect opportunity to launch this platform. The #GotTheBottle app provides an easy way for audiences to do this, allowing Volvic to engage with Tough Mudder fans and own online interactions surrounding the event.”
*Value sales and volume sales, IRI, Bottled water: 52 w/e 4 January 2014
