After Evian’s 17% drop in sales in 2008, they are ready to launch a new campaign “Live Young.” The upscale water brand’s global campaign will appear online in the US and on TV in some overseas markets. The message of the ads is to project Evian’s values of health, youth and purity in a more playful way than they have done in the past.
The ad’s messaging is “Let’s observe the effect Evian has on your body” which is then followed by the lively and happy break dancing babies on roller skates.
Evian is hoping for their ads to become viral sensations in the US. Evian is posting its ads on YouTUbe as well as a new site, www.evianliveyoung.com. There are two videos for users to watch, as well as digital teasers of the break dancing babies and “making of” clips. There are also “interviews” with the babies as well as Facebook pages for each of them.
What do all of you think? Will this approach work for an upscale brand like Evian? I have my doubts…the use of babies in the e-trade commercials for some reason worked, but for an upscale water brand…I guess we will just have to wait and see. It will be interesting to see if the consumer makes the leap of watching these dancing babies to actually buying a higher priced water brand.