"Live Young" - Evian - (3)
A huge change in the campaign in the US market
As mentioned before, the key feature of the campaign is babies. However, you can't see the Evian babies in the US market anymore because Evian dropped its babies in 2018 in the US market. Why the babies got to be retired in the states while they are still working in the Europe market?
The main reason for this change is quite certain. A decline in the market share.
Evian hasn't been successful in the US market. Even though it is targeting the high-end market, its market share used to over 1% in the US. According to a recent report in 2018, however, its market has declined to under 1%, 0.4%. Considering the fact that Evian has been successful globally, the US market must have been a problem child for them.
Moving away from the idea that has done so well globally must have been difficult for them. In the situation where its digital campaigns with babies which make up 80% of its marketing budget was not effectively attracting attentions of the target market, millennial generation(=millennials), and more and more competitors was entering the growing market, it might have been inevitable to develop a new concept which can appeal better for the target market in the US.
I wanna #liveyoung
Then, on what background was the campaign developed? Considering the models and message using hashtag, I wanna #liveyoung. of the campaign, it is definite that it is targeting millennials.
Evian historically implied that drinking Evian is a way of living young with looks of babies in its campaigns. However, Millennials is young as it is. The way of living young for them is just being 'myself' and paving their own way, not going back to youth. VP of marketing for Evian in North America explains it well, "For Americans, youthfulness has evolved to be more about "a mindset and an attitude". The new campaign is a trial to connect the brand and its consumers' lifestyle, not appearance which was reflected by babies so that consumers could feel an affinity to the brand.
Therefore, even though the form and way of expression has changed, the essence of the message never changed in both the US and Europe.
Personal comments about the campaign, I wanna #liveyoung.
The campaign in 2018 didn't spark off in the USA(just FYI, the campaign also went off in the asian market including Korea). But I think the tactic that focus on target market's lifestyle has enough possibility to take off as Evian's philosophy and strategy is a good match with millennials' lifestyle.
Most of all, What I want to focus on is CSR which are strongly supported by millennials. In 2018, Evian announced that it was gonna use recycled plastics 100% for its product by 2025. Except for this, Evian has made lots of effort to meet corporate social responsibility. Focusing on millenials' lifestye is a common strategy. Any brand can do this. However, I think there are not may brands which can get their sincere empathy with brands' message, and I believe Evian is eligible for getting their empathy. From my point of view, If Evian succeeds to develop elaborate and attractive contents that is related to millenials, it will be a matter of time for Evian to make a sensation in the market.
Personal comments about the overall campaign
What I could feel while writing the posts is that there is always a reason why a brand can survive for a long time. I can't deny this brand got some help by the story that it was once used as medicine, but based on its core value, health, Evian has successfully made a images and messages which simulate association with the core value and was good enough to resonate with people. Of course, It is needless to say Evian was really enlightened to technology. "What value can my brand deliver to my target markets?" I think it is the essential question for developing a good marketing campaign because a good marketing campaign always results from great questions.
The end.
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