Evian is a French brand of mineral water coming from sources in France and Italy. In 1970 Evian was 100% controlled by Danone. Evian first entered international markets in the late 1970s, being served in the finest bars and restaurants in distinctive glass bottles, and is now accepted as the most premium natural spring water for those, including many of Hollywood's elite, who like to treat themselves to the very best.
Value proposition: it is the number one premium natural spring water, produced in the French Alps. Bottled at source. All natural and pure. Provides uniquely balanced mineral proposition.
Evian developed itself by recognizing and utilizing the changes in the marketing environment. Much more focus is needed in e-marketing, social marketing and companies need to show responsibility for its consumers and environment. Evian was able to understand these changes, let’s see how:
How Evian creates the constant Buzz:
Celebrity Marketing: Evian hired New York PR person Jonathan Cheban as part of a $ 10 million campaign. The aim of Evian was to be everywhere that is „hot and happening”. Outcome: Evian was featured on paparazzi photos in the hand or on the table of many celebrities. Also on TV shows about famous person, e.g. in the house of celebrities, Cameron Diaz washes her face with Evian…
Haute Couture packaging: the bottle is redesigned by famous designers including Paul Smith, Jean Paul Gaultier, Christian Lacroix…The newest version is a design of Issey Miyake. This is targeted at fashionistas who care about aesthetics even if it is about a bottle of water. Designer packages are sold in top hotels, bars, nightclubs, restaurants and selected stores.
Viral campaigns: Freshest campaign that promotes the youth of the body supported by Evian is the „Live Young” campaign, featuring “Evian Babies” roller-skating and dancing along with one of the original classic hip-hop tunes that shaped music. The video can be watched on Facebook, You Tube...
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