Volvic makes advertising first with Channel 4


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Editor

| 04 March 2016




In what is a first for the brand, leading mineral water provider Volvic has closed a seven-figure sponsorship deal with Channel 4, the UK’s fourth largest broadcaster.



Brokered by 4 Sales and MEC, the deal runs until the end of 2016 and represents not only the first time Volvic has sponsored programming on TV but also the first time it has supported its natural water and flavoured Aquadrinks sub-brands with master brand advertising.

The sponsorship will be complemented by the launch of a new TV campaign for Volvic by Y&R Paris. The new copy will be aired across the Channel 4 network using a combination of 60 sec and 30 sec edits.

Volvic will sponsor Unstoppable Moments on 4, a new strand that will run across Channel 4 programming and will feature a new series from Guy Martin, the brand new series of The Island and the upcoming reality survival series Eden. Unstoppable Moments also includes a number of shows from the Channel digital service E4 such as How I Met Your Mother, The Inbetweeners, and new episodes of The Goldbergs and 2 Broke Girls.

Commenting on the deal, Rupinder Downie, partnership controller, Channel 4, said: “The Unstoppable Moments strand is a perfect fit for Volvic’s first ever foray into TV sponsorship and we are delighted to be able to offer such a great range of programming across Channel 4, E4 and More4.”

Added Volvic UK brand lead Tom Hickton: “We are thrilled to be partnering with Channel 4 and E4 to launch this exciting new campaign for Volvic. We feel C4 is a great fit, enabling us to reach our millennial target audience, partnering with relevant shows throughout the year. We believe this campaign will not only drive year round awareness for Volvic but will also start to associate Volvic with those everyday moments when you feel truly unstoppable.”