Marketing internship by Prof. Sameer Mathur

3. MIRACULOUS HEALING PROPERTIES

4. BABY STEPS INTO THE WORLD OF
ADVERTISING

5. GROWING UP
New advertisement in 1986
Showing men and women working out
Emphasis on purity to attain fitness

6. WATER BABIES (1998)
Symbolising youth
Highly successful in France
Stuck to ‘The Original’ elsewhere

7. DIFFERENT BRAND IMAGES
Faced an image conflict
Ad featuring Madonna panned
Brand perceived as a premium product only for the rich in USA and Asia
Conflict in brand image globally
New objectives of global communication established: ‘LIVE YOUNG’

8. LIVE YOUNG
Goal was to reach all age groups (20-99), everywhere in the world
Ad very well received, won awards
Created an emotional yet humorous impact

9. Ad didn't click well in Asia

10. BABY T SHIRTS FOR EVERYONE
Campaign named ‘Baby Inside’
Adults shown dancing
Use of visual trickery

11. BABY AND ME
Objective: To let everyone connect with their inner baby
Reinforce brand’s message of youth, playfulness and energised living
Generated additional volume sales

12. BABY AND ME (DIGITAL MARKETING)
Twitter: 37000 followers
Instagram: 51000 followers
Evian Baby & Me app for iOS and android
#Evianbottleservice targeting consumers in parks in NY
Water bottles delivered in response to tweets
Contests on Facebook page
Informative videos

13. SPONSORSHIPS
Official bottled water of US Open ’08
Renewed Wimbledon’s sponsorship for 5 years
Continues to sponsor Maria Sharapova despite 2 year ban
Partnership with Red cross to support literacy.
Founded Evian championship in France in ‘94

14. CONTRIBUTION TO SOCIETY
Launched Evian Water Protection Institutes
To restore wetlands resources
To reduce poverty
To improve local communities’ living conditions

15. COMPETITION

16. FUTURE CONCERNS
• Loss of market share in recent years
• Smartwater and Fiji rising rapidly
• Competitors command a higher price
• Owing to higher superficial factor; sleek
packaging

17. FUTURE CONCERNS
Stiff competition involving both quality and price
Environmental positioning a necessity

18. TAKE AWAYS
Repeated use of babies to evoke youthfulness & purity
Catered to consumers across continents through ads:
Language no hinderance
Brand message to resonate with the affluent, well-informed
of several countries
Use of foot-tapping music to catch attention

19. STICKY SPOTS
Lack lustre social media presence
App didn’t gather much fanfare
Untapped market for tourists in developing countries like
India

20. SUMMARY
Baby Steps into the world of advertising
Growing up
Water Babies
Different Brand Images
Live Young
Baby T shirts
Baby & Me
Baby & Me (Digital Marketing)
Sponsorships
Contribution to Society
Competition
Future Concerns
Take Aways
Sticky Spots

21. DISCLAIMER
This presentation was made by:
Ishira Munshi
for a marketing internship by:
Prof. Sameer Mathur, IIM Lucknow