Touch of Fruit

The team at Volvic (Danone) briefed Purity to deliver a London-focused summer sampling campaign which drove a trial of their different flavours, focusing on their recently launched variant: Peach and Raspberry.

With temperatures set to soar across the summer, PR partner Freuds conducted research which found that water is the most popular way for individuals to cool down. Volvic’s ambition was to be the beverage of choice to help Londoners rest, refresh and hydrate. The objectives of the sampling campaign were to drive the trial of Volvic Touch of Fruit, increase awareness and demonstrate how delicious the hydrating products are.

Experience

The ‘Keep Cool hub’ was a space designed and hosted on London Southbank as a destination for consumers to cool down and keep hydrated. The hub featured real grass, branded parasols, deck chairs, a Tuk Tuk for photo opportunities and of course sampling stations.

The experience took place over a hot and sunny weekend in August and played host to various special guests organised by Freuds, including Roman Kemp, Love Island’s Toby Aromolaran, Kate Elizabeth and Ambar Driscoll.

Alongside a chilled sample, consumers were offered a Tuk Tuk ride across London, where they were given a choice of several different routes with a fruity twist to the name; the routes passed many famous landmarks such as The London Eye, Big Ben and St Paul’s Cathedral.