Volvic Signs Tough Mudder Sponsorship
Volvic has teamed up with Tough Mudder, the obstacle race promoted as ‘Probably the Toughest Event on the Planet’, as part of a three year deal brokered by MEC Access.
The activation, worth £550,000, is Volvic’s biggest ever UK sponsorship and aims to drive awareness and engagement of the Volcanicity concept across the UK.
The partnership will see Volvic promote their association through a nationwide ‘Have you got the bottle’ 360 degree marketing campaign. A nationwide print and digital advertising campaign alongside promotions featured on pack and in the press will kick off the sponsorship.
Tough Mudder events across the UK will feature a Volvic-branded ‘Walk the Plank’ obstacle which participants will have to conquer as part of the challenge. Photographers will work on-site to take shots of muddy teams for bespoke press ads, and the brand will provide Volvic to hydrate participants along the course.
The campaign will also be activated on Facebook by We Are Social, who have created a bespoke #GotTheBottle app which will showcase fans’ best Tough Mudder moments. Fans will also have the chance to win free entry passes and a sky dive in Las Vegas by uploading their best ‘game faces’ and using the hashtag #GotTheBottle on Twitter or Instagram.
Al Strang, Volvic Brand Lead said: ‘Volvic has had a hugely successful few years so we felt the time was right to amplify Volcanicity in an exciting and tangible way. For Volvic, a partnership with Tough Mudder is the perfect platform to engage with our core audience in an environment which truly embodies Volcanicity. Tough Mudder represents being full of life, camaraderie and being ‘up for it’ so it is a natural partner for us. This campaign will take consumer engagement with the brand to the next level.’
Sarah Harvey, Senior Vice President, Tough Mudder EMEA said: ‘We’re really excited to be working with Volvic, we only work with brands that we believe will really enhance the experience for our Mudders and are convinced that this partnership will do exactly that. Keeping our Mudders hydrated out on course (and when they finish) is hugely important to ensuring they are equipped to help their team-mates overcome all the challenges that a Tough Mudder course throws at you.’
Mark Knight, Strategy Director, MEC Access, added: ‘In this day and age there are far too many partnerships that just do not make sense, with badges and logos thrown about for no strategic reason. At MEC Access we want to ensure that our clients benefit from appropriate and relevant partnerships that help deliver on business objectives for both the brand and the rights holder. That’s why we’re so confident that the coming together of Tough Mudder and Volvic will be the perfect arrangement for both parties.’
