LONDON—Danone Waters has appointed Cohn & Wolfe’s consumer team to promote a cause-related marketing program for its Volvic water brand. The Volvic 1L-for-10L programme, in partnership with global charity World Vision, means that for every litre of Volvic sold in the U.K., Danone Waters and World Vision will generate 10 litres of clean, safe drinking water through wells dug in Africa. The U.K. programme follows the success of similar initiatives in Germany, France and Japan.
Cohn & Wolfe will be responsible for launching 1L-for-10L and driving consumer awareness of the programme as part of a massive £3 million marketing campaign throughout 2008, consisting of TV and print advertising, point-of-sale and PR. The agency also facilitated the partnership with World Vision. The account team is led by consumer director Rebecca Rhodes.
“Cohn & Wolfe presented a creative approach to a CRM brief, which we believe will encourage U.K. consumers to support 1L-for-10L,” says Patrick Kalotis, marketing director at Danone Waters. “Being a company that is passionate about water, we feel very strongly about the fact that some people in the world do not have access to the daily water they need.”