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ipc creative case study
Volvic
When Volvic wanted to raise the awareness of the 1L for 10L campaign and encourage
support for the key issue of providing fresh drinking water for Africa, they turned to
Southbank’s socially responsible Marie Claire brand.
Background
In 2008 Danone and World Vision developed an initiative to deliver water to some of the
world’s driest places. For every 1 litre of Volvic water sold, 10 litres of drinking water will be
supplied to developing communities in Africa, through newly built wells.
The Volvic 1L for 10L campaign sought to raise the issue of the need for fresh drinking water for
Africa whilst providing consumers with an easy way in which they can make a big difference
to the cause.
The pitch
Volvic aimed to create a meaningful dialogue with a key audience to raise campaign
awareness for the 1L for 10L campaign and build brand loyalty for Volvic water. Marie Claire’s
globally responsible position and credible and respected voice amongst its readers made it
the perfect partner for the 1L for 10L message.
The solution
IPC Creative Solutions developed a series of advertorial features spanning across four issues of
Marie Claire. Each of the features were written in the reportage style editorial Marie Claire is
renowned for to engage readers, combining beauty with real life to show the dramatic effects
that Volvic water can have on both the reader and the benefactors of the 1L for 10L initiative. The
campaign included a competition for readers to win the chance to go to Africa, along with the
Marie Claire team, to build a well showing first hand the positive effects of the 1L for 10L initiative.

ipc creative case study
Volvic
The results
Ad effectiveness research conducted by IPC
Insight revealed:
Brand image
There was a positive shift in brand image
amongst those that were exposed to the
campaign, 57% agree ‘I now have a better
opinion of Volvic’. The perceptions of Volvic as
an environmentally conscious and ethical brand
have doubled amongst those who saw the
creative.
Awareness of the 1L for 10L campaign
Awareness of the campaign rose by a
massive 200% amongst those who saw the
creative, with nearly half of respondents
associating the campaign with Volvic
unprompted.
Consumer behaviour
The campaign encouraged strong future
intentions ,with seven in ten agreeing ‘I’d like to
support the Volvic campaign to provide fresh
drinking water for Africa’. It also increased the
consumption of Volvic bottled water by 23%
amongst those who had seen the campaign.
The campaign successfully harnessed the ‘Fashion with Heart’ ethos of the Marie Claire
brand to raise awareness of the need for fresh drinking water and encourage future support
for the 1L for 10L initiative.
For more information please contact Insight: insight@ipcmedia.com