Volvic Brings 3D Sparkle to the London Underground

As summer approaches, brands selling refreshment face a familiar challenge. How do you stand out in environments already saturated with colour, motion and messaging. Volvic’s launch of Touch of Fruit Sparkling answered that question by quite literally stepping out of the screen.

Across major London Underground stations including King’s Cross and Waterloo, commuters were met with a striking new sight. 3D cans of Touch of Fruit Sparkling appeared to burst from digital screens, turning everyday travel moments into something playful, surprising and distinctly summery.

Bringing a New Product to Life Underground

The campaign coincided with the launch of Volvic’s new Touch of Fruit Sparkling range and was designed to do more than announce its arrival. The creative brought the product to life in a way that felt tactile and immediate, with forced perspective visuals giving the illusion that cans were popping out towards passing audiences.

Running for seven weeks, the placements ensured repeated exposure for daily commuters while also capturing the attention of more occasional travellers. The choice of busy interchange stations meant the campaign reached people at moments of pause, where dwell time naturally increases and visual impact matters most.

Why 3D Works So Well in Underground Spaces

3D digital out of home thrives in enclosed environments like Underground stations. Lighting is controlled, sightlines are predictable, and audiences are already tuned into digital displays. Volvic’s execution used these conditions to full effect, creating a sense of depth and movement that felt impossible to ignore.

The addition of immersive audio elements alongside the visuals added another layer to the experience. Rather than relying on motion alone, the campaign engaged multiple senses, reinforcing the idea of sparkle, refreshment and fizz in a way static formats could not.

From Awareness to Action

Crucially, the campaign did not stop at spectacle. The digital placements were positioned close to retail locations, subtly nudging consumers from awareness to trial. Seeing a cold, sparkling drink appear vividly on screen while navigating a busy station created a powerful contextual link between message and moment.

The activity was also supported by wider digital retargeting, ensuring that audiences exposed to the out of home creative were later re engaged through other channels. This created continuity rather than fragmentation, with the Underground acting as the emotional starting point for the campaign.

What This Campaign Signals for OOH

Volvic’s Touch of Fruit Sparkling launch is a strong example of how out of home advertising continues to evolve. It shows how innovation does not have to mean complexity for its own sake. The idea was simple, executed boldly, and perfectly matched to the environment it lived in.

By combining high impact creative, extended duration, and smart placement within commuter journeys, the campaign demonstrated how digital out of home can still surprise audiences who believe they have seen it all before.