This Presentation is created by Nikhil Nehra, IITR under the guidance of Prof. Sammer Mathur, IIML.

1. Evian’s case study

2. Evian’s Capital-
• 1.5 billion bottles are sold in more than
40 countries across the world.
• The Evian brand can be valued at
$1,027 million .

4. • Premium popular brand in France, Switzerland, UK, Belgium.
• Was only sold at urban centres to a specific target group in other
countries i.e. an narrow urban market.
• Product was positioned based on the market.
Solution
“ Unification of brand communication on a global level”
Situation Now-

5. History- • Owned by French Food
Products group Danone
which acquired the brand
in 1968.

6. Success Mantra-
Continuous
Innovation
Powerful hold on Managing Mass Communications
Evian choice of associating with advertiser BETC Paris

7. EVIAN’S JOURNEY

8. Marketing Communications
Timeline -
• Evian positioned itself to be the “perfect water
for babies”
Evian designed to target mothers, mid-
wives and doctors .
• Evian communication added a new
reference to health and theme of Alps was
introduced.
-
1950’
s
-1980’s
The theme of “purity” was chosen to
differentiate the Evian from
competitors
-1930’s

9. •“The water you drink is as
important as the air you
breathe.”
Evian’s InnovativeSlogan-
•“The Original”
•“Live young ”

10. EVIAN’S campaign

11. Water Babies Campaign-
• This campaign of Evian made the
brand evoked youth that had
through babies swimming in
synchronicity.
• This Ad was an instant hit and spawned
over 254 million views. It currently holds
the record for the most number of views on
YouTube.
• Hold Guinness World record in this
category.
Roller Babies
Campaign-

12. Evian’s T-shirt Campaign-
• Evian launched the T-shirt with
images of baby bodies and this
campaign got huge success globally
and created Evian’s brand awareness
.
• This Evian’s Campaign main
targets to make brand
market in Asia.

13. Baby & Me Ad Campaign-
• This Evian’s campaign uses a baby-and-adult mirrored-dancing
concept to highlight their “Live Young” slogan.

14. Marketing Channels-
Social media presence
Traditional media presence

15. Event
Associations-
Evian organise the First Woman’s
Golf Open Championship which is
currently one of major tournament
in Europe.
Evian is the Official Water Brand
for Wimbledon Tennis
Tournament.

16. Evian is also Sponsor for Paris
Fashion Show.
Evian also market their water bottles signed by
major Designers.

17. Public
Relations:-
• Evian also supports various environmental
protection initiatives like through creation
of Schools of Water .
• Evian also developed Partnership with Red Cross.
• Evian affirming its positioning on health and children.

18. Recap
-
• Evian has proved that a brand has to continue to innovate around the
brand, not necessarily in terms of the product itself, but how it is
packaged and all its various touch points.
1908 1930’s 1950’s 1968 1980’s 1998 2007-08 2013 2016
Evian begins selling in glass bottles
Starts selling in PVC bottles
Purity
High-end positioning
Live young
Baby & me campaign starts
Today
September 10, 2016
Targeted Babies
The Original
Water babies ad campaign starts
Health
Alps as its theme
Live young
Roller babies campaign starts

19. Disclaimer-
Created by Nikhil Nehra, IIT Roorkee,
during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow