Dive Brief:

• Danone's Volvic brand of bottled water today kicks off a "Thirsty for Action" global marketing campaign. The effort includes a program that will award three $11,700 grants to nongovernmental organizations, nonprofits or social businesses that are committed to environmental protection and preservation, according to a press release.
• In addition to the grants, Volvic will feature the organizations in its global media for a year and promote their respective efforts on its main website. The brand's site will also serve as a place to solicit donations.
• Volvic is backing up its campaign to spotlight environmental organizations with a pledge to create 100% recycled polyethylene terephthalate (rPET) packaging in Europe by 2025. The new packaging will roll out first in France, Switzerland, Belgium, and Germany by the end of 2020 and will hit the U.S. next year.

Dive Insight:

Volvic joins a growing number of brands committing to the cause, as consumers — particularly millennials and Gen Z — believe the environment is the most important global issue. The Danone brand cites its natural volcanic filtration system and water that flows from a protected source as conferring its authority as an environmental protector.

"Our mission is to help keep both the planet and its people healthy and strong, and ensure that around the world natural ecosystems like Volvic's are protected," Rita Pestana, Volvic's global vice president, said in a release. "This new grant will help to collectively support change and continue to make a positive impact on nature. This is only the beginning."

A campaign video to support the grant effort follows a drop of water from the sky as it falls toward a volcano. A voiceover describes Volvic as "pure, natural volcanic mineral water with a unique blend of minerals for a fresh, raw taste." The voiceover touts the water as a source of inner strength that propels people to act on behalf of the environment by using recycled materials and being carbon neutral.

The grants will be awarded to organizations that protect and/or restore natural ecosystems; promote circularity by eliminating unnecessary packaging to reduce waste and/or creating or using systems for collection and recycling of waste and recycling; and reduce or capture carbon emissions. The brand has convened a committee to review applications.

The Danone brand isn't alone in the beverage category as it places a greater emphasis on environmental sustainability. Earlier this month, MolsonCoors launched its Coors Seltzer brand with a commitment to cleaning up America's rivers. In February, sparkling water brand Liquid Death, which is packaged in recycled aluminum cans, launched a tongue-in-cheek campaign depicting hell being filled up by plastic bottles and bags.