Evian Advertising Communcation Campaign Essay

Between the many new marketing communications campaign launched in 2009, one particular particularly received the audience's attention around the world and became an immediate success. In July 2009, Evian introduced the " Live Young” campaign. TELEVISION SET commercials and magazine ads appeared, and viral videos were submitted to the famous video hosting site YouTube, In just a few weeks, the " tool babies”, whom appear roller-skating and number skating for the sound of upbeat music, caught the attention of the general public. The identity Evian is known all over the world; today, it is the world's top ranked spring drinking water [1]. It is also famous amidst various Hollywood celebrities who were spotted with Evian bottles. It is therefore regarded as high-end water in bottles [2]. It all were only available in 1789 once Marquis de Lessert identified the Cachat source, in France, and miraculously reclaimed from his liver and kidney complications after drinking from this. This natural water was then regarded therapeutic. A long period later, in 1826 the first Evian bottle was introduced to the marketplace and in 1878, the Medecine Academy known Evian drinking water as beneficial to health. To maintain their healthy element, bottles were sold in medical stores between 1879 and 1950 [3]. Today still, Evian focuses on on ideals such as health and purity, and the fact that every waters aren't equal. Before arriving inside our bottles, the Evian water goes through a " twenty two years lengthy practice in which the unique water drop gains minerals in an environment far from any kind of possible human pollutions” while explains Michael Aidan, World Director of Evian [3]. Mineral water is the simply type of drinking water with a secure mineral structure and consequently the only type of drinking water that is benefic to individual health. The company is happy to claim their main benefit: the chastity of the water, as well as its benefits on our body.

The goal of this new campaign was going to inform the public of the merits of standard water on each of our organism. Indeed, following the economic crisis, many consumers switched via bottled water to tap water; today, consumers purchase in general 22 liters lower than they did in 2007 [3]. This kind of campaign was intended to support remember that mineral water is unique and may in no way match up against tap water; standard water has necessary benefits that needed become reminded to consumers. The " Live Young” campaign is very different to other water campaigns that were introduced prior to. It uniquely communicates the manufacturer values through a creative way that follows the ACM unit; it gets the attention by simply surprising the audience and by the usage of loud music, achieves knowledge with words, and is remarkable due to its appearance. The TV commercial of the " Roller babies” is may differ from other adverts for related products. The majority of competing brands choose a significant tone once transmitting the values of their water. Nevertheless Evian was able to introduce several humor; it absolutely was able to make a totally new and fun concept of mineral water. Indeed, unlike most bottled water advertisments, this plan not only tries to concentrate on the rational facets of the water, just about all attempts to appeal to the emotional part of viewers. The use of smiling infants contributes to the emotional appeal and its uniqueness. It has been proven that children are one of many important factors that contribute to success in a marketing strategy. And when along with humor, accomplishment is almost guaranteed.

Many campaigns and adverts launched with the intention to differ from their particular competitors and also to be unique typically result in being irrelevant. Yet , this is not the situation with the " Live Young” campaign, that gives the target target audience a reason to acquire the product. In a time of crisis and price range restrictions, this kind of campaign induces in the viewers' minds a purpose for mineral water and therefore a reason to buy Evian. The " Roller babies” advertisements effectively convey and remind the group of Evian's benefits on our organism, and the significance of pure standard water. A few factors...

References: [1]

Evian(r) all-natural spring normal water infuses 'live young(tm) ' spirit into the 2009 nyc wine & food event. (2009, March 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 news. Retrieved coming from http://www.washingtonpost.com/wp-dyn/articles/A34036-2005Jan24.html

[3] Evian, este leader deal with � 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



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