"Live Young" - Evian - (1)
"Live Young" - Evian
Introduction
Brand: Evian
It is the brand which is owned by Danone, a French multinational corporation. The brand has a history of over 200 years. Evian is generally portrayed as a luxury and expensive bottled water. and it calls itself the best water in the world. The brand is also one of the brands which are putting Environmentalism into practice. In 2018, Evian announced that it will make all of its plastic bottles from 100% recycled plastic by 2025.
Campaign: Live Young
It is a decade long campaign of Evian. The campaign has been awarded a lot of prizes at international awards. The key feature of the campaign is babies who are dancing, roller-skating and so on. Evian has delivered a message of "Live young" by presenting babies in their ads.
History Of the Campaign
The campaign began with the viral video, Evian Roller Babies in Youtube. Actually the Evian babies started out as just a viral video campaign online, but eventually made their way to television, outdoors and offline. Evian has continued to release a variety of ads associating youth with Evian Mineral Water by presenting babies since 2009. Although babies were replaced with influencers in the United State in 2018, they are continuing to appear in the Europe market. A new video was released recently featuring babies with hip-hop music in June 2019. Click this link if you want to watch the advertisement in 2019. Some representative advertisement campaigns are collected below.
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| 2009 - Roller Babies |
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| 2011 - Baby Inside You |
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| 2013 - Baby and Me |
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| 2015 - Little Big Baby |
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| 2018 - I WANNA #liveyoung |
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| 2019 - The Baby Bare Necessities |
The background in which Evian launched the campaign
The campaign didn't come out all of sudden. It just results from sticking to its core value excellently. Evian hasn't changed its value proposition from the time it was established. The core value proposition of Evian has always been 'health' as you can know from the origin of the Evian water, which was once prescribed by doctors for patients in the past in France.
Since the 1950s, it consistently tried to connect the value with images of its feature 'pureness'. (When it comes to pureness of the water, the french government ensures. The source of the Evian water is protected by french laws.) An angel and mermaid used to appear in Evian ads to deliver its pureness.
As time goes by, Evian tried to connect its image with not only pureness but also youth, the association of health. In this respect, a baby was a good vehicle for Evian as it has the image of both pureness and youth. So, it was not the first time for babies to appear in ads of Evian with a slogan related to youth in 2009. 11 years before the campaign, The ad, Evian Water Babies, in 1998 was launched featuring babies and the slogan, "Approved by your body as a source of youth".
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| 1998 - Water Babies |
In the 2000s, Evian continued to make efforts to associate Evian with youth with slogans such as "your natural source of youth" Please refer to the following picture.
The Roller Babies in 2009 was just one more step in the whole process, not an disruptive trial. Like this, "Live Young" campaign wasn't made in a single night. It is the fruit of the consistent efforts to deliver the image of pureness and youth, sticking to the core value of Evian, health, over decades.
to be continued in the next writing...
Reference
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