The Evian campaign featured babies doing tricks on Evian bottles in print ads and to music in video ads. It targeted young women and mothers seeking a healthy lifestyle. The aim was to promote water and its health benefits. Consistency was shown through the pink background and messages about feeling younger from drinking water. The Lucozade campaign featured people drinking Lucozade and feeling energized. It targeted 18-25 year olds and aimed to promote the drink's benefits. Consistency came from consistently showing the product and house colors/logo. Both campaigns were memorable but Evian was more effective at representing the company due to its deeper meaning beyond just selling water.

1. M1 Evidence
EVIAN
Introduce and describe the campaign, using images/screenshots from print and audio/visual adverts.
Advertisement shows product and babies doing tricks on rollers around the bottles.
Video Advertisement shows Name of the song and Babies using old school boombox
Who is the target audience for the product?
Wide target audience, the overall idea of the campaign was to target the concept of youth and
the idea that water is life. Through this concept Evian decided to create several target publics that would
each tie in with the main purpose of youthfulness. The first target public Evian targeted was young
women and mothers who share a common goal of maintaining a healthy lifestyle (Maarten Schäfer

2. 2012). In society it has become a necessity to make exercise a priority in everyday life, along with
maintaining a specific body image. Due to this, young women care about the products they consume
which is why Evian wanted to ensure the pureness of their product to this audience.
What are the aim and messages of the campaign?
Aim of the Campaign is to promote water and show how water improves health and condition. By
showing the babies in the advertisement. Evian adds description to the advert, on pink background
which is very straightforward information for the audience. The Evian Marketing campaign had the
concept of something that wasn’t seen before and will get attention, and that’s how it ends up, it went
viral as the company wanted to. Increasing sales and education are the main reasons Evian promoted
their water.
How is it a consistent message?
Evian Showed clearly consistent message by advertisement, that when you drink water you will feel
younger and healthier. Advertisement shows that clearly by babies, and text on messages on pink
background.
Characteristic for Evian Pink background with text and Evian logo,
Lucozade
Introduce and describe the campaign, using images/screenshots from print and audio/visual adverts.

3. Photo of the product In the advertisement
Photo of David drinking Lucozade, which changes way he feels.
Who is the target audience for the product?
The soft drink brand, Lucozade Energy, was looking to drive relevance and association with a “positive
energy” amongst its Gen Z 18-25 year-old target audience.
8-25 year-olds who “feel the brand is personally relevant to them” and those who consider “the brand
fits their lifestyle and needs” had the highest increase after being exposed to the influencer campaign,
vs the control group - a lift of 26% and 24% respectively
What is the aim and messages of the campaign?
Main aim of Lucozade is to reach new audiences for their products, promote their product, and inform
about benefits of their drink and everything that comes with it.

4. How is it a consistent message?
In advertisement colors and product look is consistently shown, that built brand recognition and
connection. House colors and logo ads character.
What are the strengths and weaknesses of each of the campaigns?
EVIAN
Strategies used created popularity and global success; we did also find this as a downfall in that the buzz
generated focused more on the “baby” trend than the main idea of buying Evian’s water to feel
youthful.
Evian loses their luxuriate of the brand but increases their sales.
LUCOZADE
Attention to details in Lucozade “Energy beats everything “Campaign and storytelling was done in very
convincing way for the customers as the popularity and recognition of the company was increased.
Strong message carried by Video advert, memorable and powerful campaign.
While the "Energy Beats Everything" message was strong, it did not effectively differentiate Lucozade
from other energy drink brands in the market.
The campaign's focus on high-energy activities and extreme sports may have the potential to create
negative associations with the brand among some consumers who prioritize safety and moderation in
their lifestyle choices
Compare and contrast the two campaigns. Which one was the most effective and why?
In my opinion Both campaigns were strongly remembered, and associated with brands, however in
terms of overall quality and company representation Evian water was more effective.
Advertisement with Rolling babies was more Iconic and has a deeper meaning overall. Evian