‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
You can barely move these days for cross-brand collaborations. Balenciaga with Crocs. Nike with Tiffany. LEGO with IKEA. And now we have Evian and Balmain. Brands clearly believe that in tricky economic times, it’s best not to go it alone.
For Danone Waters’ global head Prinz Pinakatt, who looks after the Evian and Volvic water brands as well as a dozen more around the world, they are an effective tool for any marketer.
And for Evian, a French water brand with a healthy dollop of French chic to begin with, embracing the fashion world is a match made in heaven.
“For us, it’s second nature. We have been doing cross-brand collaborations for the better part of two decades now,” he exclusively tells Marketing Week.