Subscriber Exclusive 
Why Evian made the call to retire its roller-skating babies
A key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.
Evian decided to drop its “successful” yet “frivolous” ‘Live Young’ brand platform earlier this year, replacing its much-loved roller-skating babies with an altogether more serious message.
