Volvic Natural Spring Water Partners With UNICEF to Launch North American 'Drink...

Volvic Natural Spring Water Partners With UNICEF to Launch North American
'Drink 1, Give 10' Campaign
Partnership created to supply safe drinking water to children in Ethiopia

NEW YORK, Jan. 15 /PRNewswire-USNewswire/ -- Volvic, one of the world's
leading brands of bottled water, today joined with the United Nations
Children's Fund (UNICEF) to announce plans for the launch of the North
American "Drink 1, Give 10" campaign, an initiative to bring clean drinking
water to rural parts of Africa.
The Volvic "Drink 1, Give 10" campaign (www.volvic-na.com/drink1give10)
will officially launch in the U.S. and Canada in the spring of 2008. For
every liter of Volvic bottled water purchased between April 1 and August 31,
2008 and 2009, Volvic will make a donation to enable UNICEF to provide at
least ten liters of clean, safe drinking water to residents in two districts
of the Benishangul-Gumuz region of western Ethiopia. More than half the
population in these rural districts lack access to safe water and sanitation
facilities. Volvic has pledged a minimum of $500,000 to the U.S. Fund for
UNICEF over the course of this two year campaign.
"We're excited about this partnership and the opportunity for this
promotion to create a meaningful connection between industrialized countries
like the U.S. -- where clean water is plentiful -- and the developing world,
where clean water is scarce," said Caryl Stern, president and CEO, U.S. Fund
for UNICEF. "Through an activity Americans do everyday, consumers in this
country can make a difference." The partnership marks the first time that the
bottled water brand and the international children's agency will collaborate
in a cause-related marketing campaign that targets North American markets.
The international Volvic promotion has already generated over $1 million to
support UNICEF water programs in Africa through the sale of Volvic in
Germany, France and Japan.
These funds will not only enable UNICEF to dramatically increase the
availability of clean drinking water in western Ethiopia through projects
including the digging and maintenance of wells, but will also support
integrated water and sanitation programs in the region. Over the span of two
years, Volvic North America's donation will result in 45,000 community members
gaining access to not only clean water but also sanitation and hygiene
education services.
"Volvic recognizes the impact that clean drinking water can have on a
community and we are committed to doing our part to help children in rural
Ethiopia survive and thrive through access to this vital element," said
Olivier Sonnois, CEO of AMI Brands. "We've seen great consumer response to
this campaign already in France, Germany and Japan, and look forward to seeing
as much success with our upcoming North American initiative. We can think of
no better partner to align with than UNICEF and look forward to a magnificent
and lengthy collaboration for the 'Drink 1, Give 10' campaign. Together we can
and will make a difference."
As indicated on its newly designed labels to appear soon across the
nation, Volvic will donate 4 U.S. cents to the U.S. Fund for UNICEF for each
liter of .5L, 1L and 1.5L bottles of Volvic sold in the U.S. and Canada during
the promotion dates in 2008 and 2009. Supporters of the "Drink 1, Give 10"
campaign can participate outside of these dates by mailing in the UPC codes
from specially marked bottles to AMI Brands, "Drink One Give 10", 1417 6th
Street, 3rd Floor, Santa Monica, CA 90401, and Volvic will donate 4 cents per
liter. No portion of the purchase price is tax-deductible. Additional
information can be found at www.volvic-na.com/drink1give10.
More than 2.6 billion people - forty percent of the world's population -
lack basic sanitation facilities, and over one billion people still use unsafe
drinking water sources. As a result, thousands of children die every day from
dehydration caused by diarrhea as well as other water, sanitation and hygiene-
related diseases and many more suffer and are weakened by illness.
About Volvic:
Since first bottled in 1958, Volvic has expanded around the world
continuously to become one of the largest brands in its sector. Volvic is sold
in more than 60 countries throughout the world. For more information, visit
www.volvic-na.com.
AMI Brands, LLC is the exclusive importer of Volvic Natural Spring Water
and Badoit Sparkling Natural Mineral Water in United States and Canada. The
company focuses on marketing and distribution of healthier beverages. For more
information about AMI Brands, please visit www.volvic-na.com.
About UNICEF:
For more than 60 years, UNICEF has been the world's leading international
children's organization, working in over 150 countries to address the ongoing
issues that affect why kids are dying. UNICEF provides lifesaving nutrition,
clean water, education, protection and emergency response saving more young
lives than any other humanitarian organization in the world. While millions
of children die every year of preventable causes like dehydration, upper
respiratory infections and measles, UNICEF, with the support of partnering
organizations and donors alike, has the global experience, resources and reach
to give children the best hope of survival. For more information about
UNICEF, please visit www.unicefusa.org.
SOURCE UNICEF

Christina Poletto of UPP Entertainment Marketing, +1-818-847-1869,
cpoletto@upp.net; or Richard Alleyne of The U.S. Fund for UNICEF,
+1-212-880-9177, ralleyne@unicefusa.org