Managing Mass Communications - Evian

1. don’t just drink,
evian it!

2. discovery
A geological miracle near the
south shore of Lake Geneva in France

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

5. products
Every Day Services
Home, Work, Sports & Travel
1.5L, 1L, 750ml, 500ml & 330ml
Special Occasions
Hotels, Restaurants & Clubs
750ml & 330ml
Facial Sprays
300ml, 150ml & 50ml

6. Persuasive and reinforcement advertising
advertising objectives

7. ad campaigns
Water Babies
Roller Babies Baby and Me

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

9. brand message

10. choosing media

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

12. print ads

13. internet

14. place & public advertising
Billboards
Bus Stops
Buses

15. sales promotion
Asia : T-shirt Campaign

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

17. sponsorships

18. brand ambassadors
Maria Sharapova Madison Keys
Tennis Players

19. community and social connections
Partnership with Red Cross

20.  Discovery
 History
 Brand Profile
 Products
 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

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