Comedy | July 11, 2009 | 8 comments

Evian using roller skating babies to sell water

source: http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i16f6b174a96cefa9cbec617ef...

JanforGore
Evian Natural Spring Water is looking to break-dancing babies to energize its brand. The upscale water brand this week is launching its new “Live young” global advertising campaign. The ads, which will appear online in the U.S. and on TV in some overseas markets, look to project the brand's values of health, youth and purity in a more playful way than in the past.

Evian has been struggling during the recession in the U.S. Its sales volume sank 17 percent in 2008, per Beverage Digest. Evian holds only 0.6 percent of the bottled water market. With its high price, premium brands of bottled water like Evian are showing dwindling returns, said John Sicher, editor of Beverage Digest. “Evian has been flattish to down in recent years mainly because the category has moved more towards mid- to low-price brands.”

Evian is hoping for a viral hit on the Web to launch the campaign in the U.S. It is posting the ad on YouTube as well as initiating a new Web site www.evianliveyoung.com dedicated to the campaign. Visitors can view two videos, digital teasers of break-dancing babies and “making-of” clips. “Interviews” with a few of the 96 babies filmed will be available, as well as links to Facebook pages created for the infants.

In the ad, the message “Let’s observe the effect of Evian on your body” appears, followed by lively and happy babies break-dancing on roller skates to a remix of the classic track “Rapper’s Delight” by hip-hop producer Dan the Automater. Euro RSCG is the agency.

“The Web today has changed the way we communicate and in launching this campaign virally it allows Evian, a global brand, to reach consumers worldwide in a way that traditional media cannot,” said Jerome Goure, vice president of marketing for Danone Waters of America, the importer and marketer of Evian in North America.
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8 comments // Evian using roller skating babies to sell water // Video

  • JanforGore
  • JanforGore
    • 0
      JanforGore  

    • Articles about bottled water are always added to the Green section. This one is about how Evian is actually replying to declining sales because of people ( myself included) who have been making others aware of how wasteful it is. I didn't add it to praise bottled water. The tag "global water crisis" holds many of my entries here on the topic. This ad actually shows the depths water companies will go to in order to try to sell it. I actually thought more people would see that angle and discuss it.

    • 2 years ago
  • leahl
  • leahl
  • bertkamp
    • 0
      bertkamp  

    • Funny commercial, but does it not defeat the poupose of being a "green" commercial. I though the removing of bottled water and drinks was part of the fight because of how much plastic garbage it generates.

    • 2 years ago
  • leahl
    • 0
      leahl  

    • oh. my god. This just got a nomination for weird green videos. Even if it isn't EXACTLY green... :) But if this is what the plastics industry starts producing in response the recent bans on plastic water: bring on the entertainment!

    • 2 years ago
  • mbk220
    • 0
      mbk220  
    • leahl:

      Leah, would you mind elaborating on "recent bans on plastic water". thanks!
      It was a cute video but I am surprised to see it in the Current Green Channel and a featured article at that.

    • 2 years ago
  • JanforGore
    • 0
      JanforGore  

    • Well hey, who doesn't love roller skating break dancing babies? I will admit its cute and funny, but it won't make me buy bottled water. However, will it be that way for others? I say, love the babies, don't buy the water. It is still a scam, though I have to admit the ad is clever.

    • 2 years ago
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