For the first time, Great Brands of Europe (gbe) has developed a strong marketing strategy for Volvic, one of two imported premium still water brands in the company’s product lineup.
The other is Evian.
Graydon Lau, brand manager of Volvic at gbc, says Volvic has been in Canada for at least six years, but has not been actively marketed through mass media until this year.
Late this summer, gbe agency DDB Needham will unleash an outdoor and radio campaign for Volvic in Toronto, Calgary and Vancouver.
Promotions in the three cities are also planned.
Lau says the brand will not be distributed in Quebec this year.
He says the Volvic brand – from the Auvergne Region in France – has a masculine feel with its square, blue-tinted bottle and blue-and-green label.
Cynical, more rugged, 16 to 39 year olds will be targeted with this product.
Coca-Cola Bottling and gbe established a distribution agreement this month for Volvic in coolers and vending machines in Ontario and Western Canada in June.
