Danone Waters UK & Ireland has tasked creative agency Impero to create a national out-of-home (OOH) advertising campaign for its new brand L’mon, from the makers of Volvic, a zesty range of sparkling drinks, produced in the UK.
Launching next week, Impero was tasked to deliver an engaging and disruptive OOH campaign to build awareness and drive trial for the new brand.
The agency wanted to create standout for L’mon and therefore devised a grassroots campaign that employs a flyposting-style strategy to deliver real impact. Using both static and digital OOH, the campaign will focus on shop proximity to ensure the highest conversion and purchase moments, making it impossible for passers-by to ignore.
The campaign rollout will consist of:
- Roadside: 6 sheets and 48 sheets to drive high reach and frequency.
- Highstreet: dynamic digital screens, to amplify impact and relevance and, to drive higher recall and engagement.
- Flyposting takeover: 96, 24, 16 and 4 sheets to drive impact and standout.
- WHSmith window wrap at Waterloo Station, to drive awareness and support for the product launch.
Speaking about the work, Michael Scantlebury, creative director and founder said: "We were very excited to start working with the L’mon team at Danone Waters. A new brand launch is a great creative challenge because you have to deliver a creative that will have the most impact and engage people who have never seen the product before. That’s a tough gig, but in our usual style, we devised a high impact campaign that frames the brand and product for an urban audience."
L’mon will come in 330ml packs available in three flavours; Lemon and Orange, Lemon and Lime and Lemon and Grapefruit – the recipes use only naturally sourced ingredients, with no added sugar and no artificial colours, flavours or preservatives.