Brief:
- Danone’s Volvic brand is giving individuals an opportunity to win a month’s supply of its bottled mineral water to help them with their New Year’s resolutions to lead a healthier lifestyle by avoiding alcohol for a month. Winners can observe Dry January by changing their “wet bar” with a “dry bar,” according to an announcement emailed to Marketing Dive.
- Volvic is asking individuals to share posts on Instagram that discuss their new habits or dishes helping them keep their resolutions, and tag them with the @Volvic_USA manage and #VolvicStrongJan hashtag. The brand will pick winners to receive the water and “help start the year on the right foot,” per the statement.
- The campaign comes as a variety of beverage brand names increase their Dry January efforts by offering alternatives to alcoholic drinks or advising moderation. Nonprofit group Alcohol Modification U.K. began the Dry January motion in 2013 as a public health campaign. It caught on in the U.S. as more millennials take part in the “sober curious” motion, according to Nielsen’s market research study.
Insight:
Volvic looks to enhance its Instagram following with a project timed with the technique of Dry January, a movement that has gotten traction among more youthful adults who tend to demonstrate much healthier consuming practices than older demographic groups. Volvic has about 1,600 fans on Instagram, providing the brand far more space for growth as individuals engage with its account for a chance to win a month’s supply of bottled water. As Instagram users share their ideas for healthier living, the project has a higher possibility of going viral, helping to reach consumers who might be most devoted to the brand.
The Danone-owned brand is currently developing a project for Dry January as the movement gets momentum. Alcohol brand names also have gotten involved in the efforts, as seen this year with the campaign for Miller64, the low-calorie beer marketed by Molson Coors. The video project asked people to consider a “Dry-ish January” by having a beer with lower alcohol material. Heineken later ran a project for its non-alcoholic beer that was connected to a James Bond film, whose release date later was postponed two times due to the fact that of the pandemic. Amidst the push for moderation, white wine and spirits online marketer Diageo this month introduced a project on Instagram to promote water sustainability while switching an alcoholic drink with water.
While Volvic’s most current project concentrates on personal health and healthy living, a previous effort from the Danone brand name fixated on the environment. As part of the “Thirsty for Action” international marketing campaign, Volvic offered out grants to organizations working on ecological security and conservation and planned to feature them in its worldwide media for a year. With its Dry January project, Volvic continues its purpose-driven marketing efforts into 2021.
The pandemic has had combined impacts on the mineral water business, with pantry stocking and panic buying by U.S. customers driving a rise in sales in spring and early summertime. Danone, later on, reported that bottled water sales had fallen in Europe because lockdowns on restaurants and cafes moistened on-premise sales, Reuters reported. The company’s sales of mineral water fell 14% to about €& euro; 1.02 billion in Q3 from a year earlier, a minor improvement from the 28% decline in the prior quarter. On-premise bottled water sales aren’t most likely to improve up until consumers feel comfier about dining out and lockdowns are lifted in many regions worldwide.
