Managing Mass Communications - Evian

1. don’t just drink,
evian it!

2. discovery
The origins of Evian Natural Mineral Water date back
thousands of years to the very birth of the French
Alps. Over several ice ages, a natural filter developed
and water was then sourced from a natural spring.

3. history 1789
Discovery
1859
Business became a
Public Company
1878
Bottling of Cachat water
by French Ministry of
Health
1908
Evian water began to be
sold in glass bottles

4. brand profile
1.5 billion mineral water bottles
are sold across 140countries annually
and have a brand value of $1,027 million
Owned by French food-products group Danone
Success as a result of continuous
innovation and powerful & original
communication

5. Evian executes a mixture of
persuasive and reinforcement advertising
advertising objectives

6. ad campaigns
Water Babies
Roller Babies Baby and Me

7. brand message
1980s
The water you drink is as important as
the air you breathe
The Original

8. brand message

9. choosing media

10. television ads
A still from Evian Spider Man
advertisement, 2014

11. print ads

12. internet

13. place & public advertising
Billboards
Bus Stops
Buses

14. sales promotion
Asia
Targeting consumers geographically and
increasing brand awareness by creating T-
shirts with images of baby bodies and
launched a campaign showing people of all
ages dressed in these tees

15. events and experiences
Limited edition glass bottles signed by major
designers such as Paul Smith, Issey Miyake and Kenzo

16. sponsorships

17. brand ambassadors
Maria Sharapova Madison Keys
Tennis Players

18. community and social connections
Partnership with Red Cross

19.  Discovery
 History
 Brand Profile
 Advertising objectives, Ad campaigns, Brand message
 Choosing media – television ads, print ads, internet, place and public advertising
 Sales promotion
 Events and experiences – sponsorships, brand ambassadors, community and social connections

20. thank you!

21. Created by Adesh Sharma, IIT Delhi
during a marketing management internship
by Prof. Sameer Mathur, IIM Lucknow