Evian Marketing Communcation Campaign
Amongst the many new marketing communications campaign introduced in 2009, one particularly obtained the audience’s attention worldwide and became an instant success. In July 2009, Evian launched the “Live Young” campaign. TV commercials and magazine ads appeared, and viral videos were posted on the famous video hosting website YouTube, In just a few weeks, the “roller babies”, who appear roller-skating and figure skating to the sound of upbeat music, caught the attention of the public. The name Evian is well known all over the world; today, it is the world’s top ranked spring water [1]. It is even famous amongst various Hollywood celebrities who were spotted with Evian bottles. It is therefore considered high-end bottled water [2].
It all started in 1789 when Marquis de Lessert found the Cachat source, in France, and miraculously recovered from his liver and kidney problems after drinking from it. This pure water was then considered therapeutic. Several years later, in 1826 the first Evian bottle was introduced to the market and in 1878, the Medecine Academy recognized Evian water as favorable to health. To maintain its healthy aspect, bottles were sold in pharmacies between 1879 and 1950 [3].
Today still, Evian emphasizes on values such as health and purity, and the fact that all waters are not equal. Before arriving in our bottles, the Evian water goes through a “22 years long process in which the original water drop gains minerals in an environment far from any possible human pollutions” as explains Michael Aidan, World Director of Evian [3]. Mineral water is the only type of water with a stable mineral composition and consequently the only type of water that is benefic to human health. The company is proud to claim its main value: the purity of its water, and its benefits on our body.
The goal of this new campaign was to inform the public of the merits of mineral water on our organism. Indeed, following the economic crisis, many consumers switched from
It all started in 1789 when Marquis de Lessert found the Cachat source, in France, and miraculously recovered from his liver and kidney problems after drinking from it. This pure water was then considered therapeutic. Several years later, in 1826 the first Evian bottle was introduced to the market and in 1878, the Medecine Academy recognized Evian water as favorable to health. To maintain its healthy aspect, bottles were sold in pharmacies between 1879 and 1950 [3].
Today still, Evian emphasizes on values such as health and purity, and the fact that all waters are not equal. Before arriving in our bottles, the Evian water goes through a “22 years long process in which the original water drop gains minerals in an environment far from any possible human pollutions” as explains Michael Aidan, World Director of Evian [3]. Mineral water is the only type of water with a stable mineral composition and consequently the only type of water that is benefic to human health. The company is proud to claim its main value: the purity of its water, and its benefits on our body.
The goal of this new campaign was to inform the public of the merits of mineral water on our organism. Indeed, following the economic crisis, many consumers switched from
References: [1] Evian(r) natural spring water infuses 'live young(tm) ' spirit into the 2009 new york city wine & food festival. (2009, October 7). Retrieved from http://www.prnewswire.com/news-releases/evianr-natural-spring-water-infuses-live-youngtm-spirit-into-the-2009-new-york-city-wine--food-festival-63664402.html [2] Segal, David. (2005, January 25). Bottled buzz. Retrieved from http://www.washingtonpost.com/wp-dyn/articles/A34036-2005Jan24.html [3] Evian, un leader face à la crise. (n.d.). Retrieved from http://www.laposte.fr/lehub/La-synthese-de-l-Atelier [4] http://www.facebook.com/evianliveyoung [5] http://www.evian.com/babies/#/landing/home