Evian Launches New Year Campaign

Danone Waters UK has overhauled its annual January marketing campaign for Evian bottled water in 2010.

Evian

The Evian Renew campaign will urge consumers to “renew yourself naturally” after the over-indulgences of the festive season.

Brand Manager for Evian Adrien Varrod says: “Our annual Detox campaign has gone from a standing start in 2000 to strong sales in the first six weeks of the year.”

This season it will be supported by a £3m marketing package consisting of television advertising, promotional packaging, point-of-sale promotions, and digital ads targeting commuters.

The 60 second TV ads to be screened between Christmas Eve and New Year will be Evian’s first for two years. They will feature the roller-skating babies previously seen on internet promotions and will be followed by a shorter 30 second version over the first two weeks in January.

New packaging will reference the TV ads and be supported by bright pink point-of-sale promotions and buy-one-get-one-free sales offers.

As in previous years, commuters will be targeted on the first working day after Christmas and New Year with digital escalator panels and digital outdoor advertising at major train stations.

The Evian brand has been performing strongly this year despite increasing competition from rivals.

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