Evian is a brand that I love. They’ve consistently given us great advertising that’s worth sharing. Here’s the latest ad “Baby & me” (from BETC ) which tells a story about connecting with our inner child.
Looks like some brands in fashion and luxury are eventually getting the new marketing model right. Some time ago we saw the simple and beautiful Louis Vuitton book trailer. Now it’s the time of Paul Smith designing a bottle for Evian. This kind of co-lab of course doesn’t sound neither new nor original. What is new and positive is instead the video created to present the project on the Web. A bit of backstage, some insights from Mr Paul Smith (who is a very nice guy) and a smart PR seeding on a website like HypeBeast. At the end, even if the video will get only 50000 views, I would say the job is well anyway done because the viewers are so much in target, probably influencers or cool people wanna be. Forget immediate ROI, an online video is not the way to get it. Think long term and think about the importance of nurturing your brand appeal day by day with small but important actions. Last but not least, take a note of what Paul Smith says at the end of the video: “Life is about living young, being useful and enjoy yourself every day“. A quote to remember not only for individuals, but also for brands.
In Evian’s Detox campaign 2004, tens of thousands of bottles of water have been delivered free to households in the UK, to help the nation starting the new year with a detox after a festive season of excess. Evian’s campaign has been running online as well, with a one day special and a week of advertorial content on Msn UK. More about the online campaign on Revolution.
Evian has put some freshness on its Web site, launching a new version developed by Nurun. The Web site is Flash based and, as AdWeek explains, aimed at affluent, health- and image-conscious 35- to 49-year-olds. It also features a sweepstake to win a dinner in finest restaurants across the US.
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