The advertising campaign that will be analysed is that of Evian with their ‘Live Young’ campaign. Evian is a well-known French brand of mineral water that comes from a lot of sources close to Evian-les-Bains, Lake Geneva. Danone Group currently owns Evian today, and it also uses the Evian name for its line of organic skin care products and a resort in France. Through the years Evian has been depicted as an expensive and luxury bottle of water. In fact it is famous with celebrities and supermodels, and two famous high fashion designers designed the design of the Limited edition bottle for 2013 and 2014. With regards to the advertising campaign chosen of Evian, the major selling idea is ‘Live Young’ adopted through a series of marketing communication
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It is well known that Evian’s brand has a superior status and is very differentiated, and this is due to their one of a kind brand communication strategies and objectives. Communication objectives are needed to improve communication and coordination between the departments of the integrated marketing communication planning and implementation. Like most brands, Evian wants to increase brand knowledge, interest, and favourable attitudes towards the bottle and brand image; especially being that the product is a low-involvement one and hence it needs to generate some kind of recognition where possible. Through the campaign, the Evian Marketing team does not expect an immediate response towards the brand through sales, but it wants to set the awareness that will later generate customer loyalty and repeated purchases. In fact, Evian promotes a healthy drink that keeps adults young at heart, even through the slogan of the ‘Live Young’ campaign launched in 2009, which is: ‘naturally pure and mineral-balanced water supports your body’s youth’. The advert consists of a group of babies break-dancing, which is very playful compared to other adverts and campaigns. The use of youth, mostly babies, in their campaign is to depict the values of Evian. The concept of youth is one of man’s greatest aspirations, hence creates engagement from consumers across the world. The communication objectives are achieved from the Marketing Objectives. The important thing is not to focus solely on …show more content…
Being a bottle of water, Evian is a healthy alternative to other drinks such as soft drinks or juices, thus it identifies itself from such competitors by promoting its water as one that can keep adults young at heart. Thus their major selling idea is represented through their positioning of the product. Evian use youth as an attribute of the product so that to position the product in that particular place in the customer’s mind. No matter who the product user is and their age; Evian will be seen as a drink that will bring out the inner child from the user. The level of attraction that each advert presents to a potential consumer is so great that whoever sees the adverts will instantly place the bottle of water as a fresh and young product in their mind. Marketers of Evian achieve this by putting baby dances in their adverts, which can depict both energy and youthfulness. Evian marketers use this comparison since every consumer wants to become young again as they get older. In fact, in order to put across the idea, Evian made a series of adverts all revolving around the theme of ‘Live Young’. Therefore with the help of this campaign, Evian marketers wish that their consumers would learn that they could live young by consuming Evian
It is well known that Evian’s brand has a superior status and is very differentiated, and this is due to their one of a kind brand communication strategies and objectives. Communication objectives are needed to improve communication and coordination between the departments of the integrated marketing communication planning and implementation. Like most brands, Evian wants to increase brand knowledge, interest, and favourable attitudes towards the bottle and brand image; especially being that the product is a low-involvement one and hence it needs to generate some kind of recognition where possible. Through the campaign, the Evian Marketing team does not expect an immediate response towards the brand through sales, but it wants to set the awareness that will later generate customer loyalty and repeated purchases. In fact, Evian promotes a healthy drink that keeps adults young at heart, even through the slogan of the ‘Live Young’ campaign launched in 2009, which is: ‘naturally pure and mineral-balanced water supports your body’s youth’. The advert consists of a group of babies break-dancing, which is very playful compared to other adverts and campaigns. The use of youth, mostly babies, in their campaign is to depict the values of Evian. The concept of youth is one of man’s greatest aspirations, hence creates engagement from consumers across the world. The communication objectives are achieved from the Marketing Objectives. The important thing is not to focus solely on …show more content…
Being a bottle of water, Evian is a healthy alternative to other drinks such as soft drinks or juices, thus it identifies itself from such competitors by promoting its water as one that can keep adults young at heart. Thus their major selling idea is represented through their positioning of the product. Evian use youth as an attribute of the product so that to position the product in that particular place in the customer’s mind. No matter who the product user is and their age; Evian will be seen as a drink that will bring out the inner child from the user. The level of attraction that each advert presents to a potential consumer is so great that whoever sees the adverts will instantly place the bottle of water as a fresh and young product in their mind. Marketers of Evian achieve this by putting baby dances in their adverts, which can depict both energy and youthfulness. Evian marketers use this comparison since every consumer wants to become young again as they get older. In fact, in order to put across the idea, Evian made a series of adverts all revolving around the theme of ‘Live Young’. Therefore with the help of this campaign, Evian marketers wish that their consumers would learn that they could live young by consuming Evian