Evian and Lucozade Evaluate

1. advertising unit
M1 evidence task

2. M1: Evian
The Evian “live young” campaign was first released in July 2009, and the dancing babies became very popular over social
media platforms like Facebook, which generated over 102 million views. The “live young” campaign revolves around having
the idea of youth, and a care-free relaxed life style, and the mineral water brand came up with a unique and fun way to
promote this lifestyle via their water. Although the babies are a humorous and a memorable way to advertise Evian and its
beliefs, they serve more of a purpose than just being funny. In 1935, due to the pH-neutral mineral composition, Evian
water was recommended by doctors as the perfect water for babies. It was because of the amount of background
research which lead to Evian campaign’s success. They took their history and their overall message (of a relaxing, young,
care-free and healthy lifestyle) and created a campaign and advert which would resonate with their audience and made it
very memorable with the use of humour and nostalgic well-known music. The target audience for the Evian mineral water
are people of all ages (doctors recommending the product to babies and infants) and all classes, and people who are health-
conscious and active people, since Evian has a good reputation of being really healthy.
One of Evian’s aims is to really accentuate the health benefits of their water – they want to spread the message that their
water is good for our bodies and that there are real health benefits to their mineral water. They do this by using babies in
their advert. The babies in the advert don’t only reflect the positive history of Evian water, but they also represent the
water itself; young, healthy and care-free. Their message is expressed in their well known tagline – “Live young.” Their
message is to live young which is a metaphor of what their water makes you feel like. Carefree, healthy and fun, and their
water brings those benefits. Evian is consistent since they always use their popular baby theme in their adverts, whether
that be babies roller-skating or the babies on t-shirts. Consistency is good, because this means that their advert will
become memorable and iconic.
One strength of the Evian campaign is the consistency of the iconic advert, and also the little changes they make every
time. Evian has not just stuck with babies dancing, they have done adverts with different themes, but with babies included.
This is a strength since their advert will become well known due to the consistent baby theme and the humour added in the
advert – when people see babies in media they will think and remember the strange but funny baby advert. Although, one
weakness of the advert is again, the consistency. Although the baby theme is memorable to audiences, it could start
getting annoying if overused, which it will probably become due to the amount of times Evian have used it due to its
popularity. However, if Evian was to start using a different theme for the face of Evian, it most likely wont be as well
known as the babies and both of these weaknesses could mean that they lose success due to the audiences being bored,

4. M1: Lucozade
Lucozade: Energy Beats Everything was released in the UK in 2018 and was launched when Lucozade created their modern
day humour version of the Bible story David and Goliath. The funny spin off consists of David trying to defeat Goliath but
failing, then going home and bantering with his friends, their dialogue consisted of modern day and deadpan humour with
lines such as, “You can’t call people giants, that’s what got you into trouble in the first place.” Then after words of funny
encouragement from his friends, David drinks some Lucozade and finally defeats Goliath with a slingshot with help from
the energy from the soft drink. When David drinks the Lucozade, holy music plays in the background and the sun light
accentuates the drink, showing the audience the amount of energy the drink holds, and it also brings the audience’s
attention to the drink itself. The target audience for this product is 14-30 year olds of middle class. The target audience
is also people who are seeking to gain energy from a tasty soft drink. This product is also directed towards sport
enthusiasts, since the drink is beneficial towards them due to the amount of energy it brings someone. Although Lucozade
tries to target women as well as men, the product is more fitting towards a male audience due to the lack of women shown
in their “Energy Beats Everything” advert. The message of this Lucozade advert is to show and accentuate the amount of
energy the drink holds, and how it is beneficial and can help people complete difficult tasks with ease. The Lucozade advert
is relatable to audiences who suffer from burnout and find it hard to complete certain activities, but Lucozade’s aim is to
help those people regain their energy from the drink. In regards to consistency, they are consistent with the ways they
tell the audience about the amount of energy Lucozade provides. Not only does Lucozade help David beat Goliath, but
Lucozade also did a collab with the video game, Tomb Raider. In Tomb Raider, the main character Lara Croft goes on very
difficult journeys which include tasks like parkour, climbing, fighting and running around. Lucozade’s tagline “Everything
Beats Everything” along with a picture of Lara Croft, shows audiences that Lucozade gives people the amount of energy
Lara needs on her adventures. One strength of the Lucozade campaign is that they clearly show the benefits of their soft
drink, which is it gives people energy and helps their burnout, etc David defeating Goliath. One weakness of this campaign
is their lack of female representation – due to the lack of women shown in the “Energy Beats Everything” campaign, female
audiences will feel left out and unseen, like this product is not meant for them and this could lead to mocking of women and
misogyny (“Women aren’t supposed to drink Lucozade”) drinking Lucozade due to the poor representation and the male
representation domination.

6. Conclusion
In conclusion, in relation to what campaign was more effective, I think that the Evian campaign was the most effective.
The reason why is because Evian has been able to come up with a very memorable and consistent campaign type with the
baby theme, whereas Lucozade has different themes in their adverts and they are not as memorable as the Evian one is.
Evian has used the baby theme adverts since 1998, creating a forever iconic look to babies, and Lucozade have not
succeeded in making a long running, iconic advert that sticks with audiences for several years. Another reason I think that
Evian is the more successful and effective campaign is the representation included. In the Evian advert, it includes babies
of all genders, race and ethnic backgrounds, and in other adverts, like the t-shirt advert, it also is representative of people
of different gender, races and ethnicities and also age groups. By having this diverse representation, Evian is making all
members of their audience feel included and seen, whereas Lucozade only includes men and no women, and very little race
representation, which makes female audiences feel left out and like they are not allowed/ not meant to use this product. By
having diversity, this is also a positive for Evian since they will be more financially successful since everyone feels like they
can drink the mineral water, whereas Lucozade has not covered all representation, therefor lower finance sales for them.
Even though I believe that the Evian campaign is more successful, you could also say that the consistent themes of babies
could be annoying to some audiences, resulting in their boredom and dislike towards to product, which is where Lucozade’s
campaign is successful – their new and slightly controversial (therefor intriguing) spin on a bible story is new material for
audiences which is eye catching and funny, due to the modern humour used. Evian’s consistent baby themed really reminds
audiences of their tagline and the message of the product which is “Live young”, which is easy to remember due to the
babies. Evian is definitely more effective than the Lucozade campaign.