Danone Waters will target white-collar workers with a poster, radio and underground campaign as part of a £1.5m push for Evian.
The detox campaign will be focused around the key January 2 date when workers return to work after the New Year. The aim is to target affluent London office workers who over-indulged over Christmas.
The campaign, which has been created by Euro RSCG, will use poster megasites and digital escalator panels in favour of television.
Patrick Kalotis, marketing director for Danone Waters UK and Ireland, says that in the past the marketing has been “a bit looser” around people returning to work rather than a specific day.
The campaign will also include an Evian detox website, where users can confess their festive excesses.
Meanwhile, Danone is creating an interactive art installation at London Fashion Week next month. The video montage will invite celebrities and members of the public to create videos of various parts of their bodies.
In the same month, the company will spend over £3m relaunching its V Energy drink.