The “Reveal your flavour” campaign, from Volvic Touch of Fruit, starts from a powerful human and product truth: we are far richer inside than what looks on the outside.

It is true on a product stand point, as the Volvic Touch of Fruit aqua drink looks like plain water, but actually reveals an unexpectedly intense flavour once tasted. And it is also true for Millennials, as the pressure to conform may lead them to look as ordinary as possible, while who they really are, and what they’re really passionate about, is actually their most interesting part.

The “Reveal your flavour” campaign therefore offers Millennials a unique chance to express their true-self, and say out loud what they had never dared to reveal before.

It all started by a casting aimed at recruiting people having real revelations to share. We selected four of them and crafted documentaries in which we follow them in their life, revealing their secret passion to their beloved ones.

We then supported those revelations through a wide communication campaign, via sponsored videos on YouTube and Facebook, Instagram, Twitter and Facebook posts, print and digital billboards and in-store packagings.

Through the #revealyourflavour call to action, people were invited to become part of the campaign by posting their own revelations and getting a chance to have their revelation broadcasted on digital billboards.

The campaign had just been launched at the registration time, but first returns were very positive.