25 Jul 2007


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Danone targets motorists with MagneCap forecourt campaign


Advertising campaigns

Source : MagneCap
Volvic Water manufacturer, Danone, is targeting motorists across the UK with a forecourt advertising campaign for their new Touch of Fruit and Revive waters.

Making use of the innovative new eye-line petrol pump advertising from MagneCap, the ads will appear on over 8,000 pumps around the country.

Danone join Cadbury Schweppes (Trident brand) in promoting their products using MagneCap's advertising platform. Danone's new water ranges, Volvic Revive and Volvic Touch of Fruit, will be seen on MagneCap advertising space at 250 UK sites from mid-July to end August and the campaign is worth around £50,000.

MagneCap system is designed to eliminate the estimated 1.5 million misfuelling incidents that occur in the UK each year. By using specially designed petrol caps consumers are able to clearly define the type of fuel coming from the pump, as well as this MagneCap boards have prime space to advertise products and services. The system is found at all Morrison supermarket forecourts as well as franchised dealerships including BP, Esso and Texaco.

"This is an exciting new advertising opportunity, and something different for forecourt marketing," said Tony Miceli, chairman of MagneCap. "It is a great way to grab the attention of consumer's as the advertising space is directly in their eye line as they use the pump. It is the perfect opportunity to creatively market FMCGs which are sold in the pay stations. I expect that Danone Waters' new products will sell extremely well at all the forecourts that feature MagneCap."

Steve Flanagan, Category Strategy Manager at Danone Waters, comments: "This is a great opportunity for Danone Waters to raise awareness of Volvic Revive and Volvic Touch of Fruit through MagneCap. We're expecting increased stronger sales on forecourts and we advise forecourt retailers to stock up to avoid disappointing customers."

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