Volvic is kicking off 2017 with the multichannel marketing campaign, Find Your Volcano.

The £2.2million campaign celebrates the brand’s volcanic heritage and inspires the British public to find their inner strength and achieve their goals in 2017. The activity will run from January to March across the brand’s Plain and Touch of Fruit ranges.

At the heart of the initiative will be on-pack labels naming a variety of empowering attributes, including ‘brave’, ‘fearless’, and ‘determined’. These qualities will be further brought to life through new TV ads, sharing inspiring stories of people tapping into their inner strength to overcome everyday obstacles.

The campaign will also include nationwide outdoor advertising as well as a digital campaign, with You Tube ads and social posts. Plus, the brand will renew its TV sponsorship with E4, 

Sian Foulkes, brand manager at Volvic, said: “January is the perfect time for Volvic to launch #FindYourVolcano. Consumers are feeling a bit deflated after the festive period. It takes power to conquer the January Blues and stick to New Year’s resolutions. Everyone has their own individual strengths and Volvic is here to remind them of this with our fun and motivational campaign while providing a range of refreshing beverage choices.”