Prior to the campaign, Evian was losing market share to lower-priced mineral waters. Focusing on its authenticity was not working. Even in France, 54 percent rated it too expensive, and 32 percent saw no reason to buy it.
The brand's marketing team recognized that as life spans lengthen, people are intent on maintaining their youth, and images of sports stars chugging Evian enhanced its reputation as a restorative agent.
More recently, BETC Paris has treated the world to “Baby&Me”, a campaign featuring dancing grown-ups seeing themselves as dancing babies. The spot continues BETC Paris' tradition of positioning Evian as a brand that gives drinkers youth and vitality. This latest addition to Evian’s “Live Young” series has garnered over 52 million YouTube views.
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Here's an excellent example of really creative and fresh marketing that supports a brand's promise.