The brand is investing £1.8m to drive awareness of its sub-range and support the launch of its new Tropical 50cl variant, with the campaign aiming to celebrate the small victories in everyday life.
A nationwide tour will run for eight weeks across July and August, with brand ambassadors handing out more than 500,000 samples of the brand's new flavours, with the sampling aimed at being both disrupting and engaging. The experience is aimed at being fun and uplifting, to inspire the nation to make the most of their day.
Tom Hickton, Volvic marketing manager said: "Volvic Juiced is all about enjoying the brighter side of life and having a positive outlook. This campaign really brings to life in a way that everyone can identify with."
Activation for the Danone-owned brand will also include E4 sponsorship, outdoor and a social media campaign.
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