Cohn & Wolfe to head charity initiative for Danone

Danone Waters has handed Cohn & Wolfe a six-figure retainer to launch a charity initiative for its Volvic brand of bottled water.

The Volvic 1L-for-10L programme, running in partnership with World Vision, means that for every litre of Volvic sold in the UK, Danone Waters and World Vision will donate ten litres of clean, safe drinking water through wells dug in Africa.

Cohn & Wolfe will be responsible for launching the 1L-for-10L campaign to consumers as part of a £3m marketing campaign throughout 2008. Consumer director Rebecca Rhodes leads the account team at the global agency’s London office.

Volvic currently claims a 13 per cent market share of bottled water sold in the UK.

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