This is a similar campaign to the Pampers one I spoke about before. I am a big fan of these well thought out partnerships that don’t require people to think too much. It makes sense that Volvic want to help supply water….and as a consumer I feel its what they should be doing, right? I think these are the kind of partnerships we should be looking to get into. Word of Warning though: We need to make sure that its not just lip service and allowing a corporate get out of a hole. For example I dont think a Fast Food company supporting an obesity clinic would be the most appropriate partnership to engage in. They have to bring real value to both brands.
This Campaign has been around since March but it just cut through to me today and I heard the ad on the radio. It’s a shame I can’t find the sound file for the ad, but its a great ad. The copy says something like:
You know what its like to be thirsty, your mouth dries up etc…
Ok so there is more copy. The point is, as I was listening my mouth did dry up and I did start to think about water and what its like to be thirsty. Just as this was happening they got to the point of the ad. That is that for every litre of Volvic sold in Ireland and the UK, Volvic and World Vision will generate ten litres of clean and safe drinking water in communities across Africa through the provision of mechanised wells.
This is a great fit, probably even better than the Pampers one. I wouldn’t normally give a brand manager an airing on this blog…. but Kerry O’Sullivan, Senior Brand Manager for Volvic kind of sums it up well
“Volvic and World Vision are both in the same business – providing water…..water is one of the four key practical focus areas of World Vision’s work. Volvic’s contribution wil allow World Vision to provide safe clean water” (taken from World Vision site)
In the UK they have a nice supporting website which you can take a look at here, and the World Vision site has it prominently displayed (why cant the same be said for World Vision Ireland and the Volvic Site??).
P.S. It looks like they do this campaign with Unicef in other markets…I wonder why that is?