THE KEY BEHAVIOUR
Get people to engage with a water brand
at the Tough Mudder event.
KEY BARRIER & COMPARISON
Key barrier: Tough Mudder participants are totally
focused on the obstacle course itself. They are not
looking to detract from this.
Key comparison: Secret Cinema – by engaging people in
different ways, these live events enhance what is usually
an experience where no distractions are wanted.
THE CREATIVE IDEA
Volvic: Unbottle Your Unstoppable.
Volvic enhanced people’s Tough Mudder experience by putting the brand at the heart of it.
We branded a climbing challenge as the ‘Volvic Volcano’and gave people a chance to show
what they were made of. Those who showed their unstoppable spirit were rewarded
with a soak in our Volvic hot tubs at the end
Brand scores for Volvic have begun to see a turnaround, with brand awareness and affinity scores
improving for the first time in three years, while sales continue to grow.