Danone Group, the French dairy product and water manufacturer, is to launch a pan-European review of its estimated &£10m advertising business for the Volvic brand.
As with the continuing &£300m global media review announced earlier this year, the creative review is to be conducted at Danone’s HQ in Paris. It remains unclear whether the UK market – handled by WCRS – will be affected. DDB is reported to be handling Volvic’s European business.
WCRS was appointed to work with Danone Waters in October 2001 and has created a string of television ads with a pre-historic theme and the strapline “Volvic fills you with Volcanicity”, promoting the volcanic source of the water. The Volvic UK ad spend is &£3m (AC Nielsen).
Danone has continued to innovate with the Volvic brand, breaking into flavoured water with Volvic Touch of Fruit in 2002, and introducing Volvic Splash, a flavoured water aimed at children, in March this year.
The fast-growing bottled water market was worth &£1.6bn last year (Mintel) and growth of eight per cent in value and volume sales is expected this year. Danone is the leading supplier in the UK, with Volvic and Evian being the market’s two largest brands.