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Written by Erica
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Friday, 28 September 2007 |
"The most important body of water is your own. Fill with care," stresses the slogan for Evian Natural Spring Water's new ad campaign.
Designed to harness the public's growing appetite for healthful living, the elements of the bottled water's campaign are part of an innovative media execution to communicate the Evian health and wellness philosophy, says the company. The ad campaign focuses on the purity of Evian Natural Spring Water, which takes more than 15 years to filter through mineral-rich glacial sands in the French Alps.
The outdoor advertising campaign was launched this month on prime billboards and storefronts in Manhattan, Los Angeles and Miami.
"The soul of Evian, the original spa at Evian-les-Bains, in the French Alps, originated in this philosophy of healthy living more than two centuries ago," says Jeff Caswell, vice president of marketing for Evian North America. "We wanted to invoke that philosophy for the campaign and put water in its rightful place as one of the key ingredients to healthy living."
The ads feature fit women and men with Evian Natural Spring Water at their sides, peacefully seated before a view of snow-capped mountain peaks. Electing the headline, "The most important body of water is your own. Fill with care," the brand stresses a healthy lifestyle and an inner and outer balance.
"For Evian, 2007 is very much about innovation and inspiration while staying true to the origins of the brand and the philosophy that has contributed to its growth and vast success," adds Caswell.
The Danone Group brand also adds innovation to its long-standing image (bottled since 1826) with the introduction of a new luxury Palace Bottle in June. Designed specifically for fine dining experiences, the Palace Bottle aims to provide consumers with an elite hydration experience, relays the company. The new design will be featured in select hotels, restaurants and clubs throughout the country this month.
"Evian has always catered to a consumer that demands the highest quality and style in every experience, including restaurant dining," says Caroline Kibler, brand manager of Evian North America. "We are proud to offer consumers an even more premium way to enjoy Evian, and are excited for this luxury water experience to be a part of fine dining and celebrations."
The Palace Bottle's silhouette is sleek and contemporary, a smooth cylinder rising from a rendering of the French Alps creating a setting that the company refers to as a "Ceremony of Evian."
"We designed the Palace Bottle to be an iconic and modern representation of Evian, with strong visual cues to our unique origin in the French Alps," says Kibler. "We have also designed a unique pouring instrument, the Palace pourer. It is the first of its kind for bottled water, and delivering on both form and function, provides a luxury water experience." |
